The Handbook of Marketing Research: Uses, Misuses, and Future Advances

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9781412909976: The Handbook of Marketing Research: Uses, Misuses, and Future Advances

The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

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About the Author:

Dr. Rajiv Grover is the Head of the Marketing Department and holder of the Terry Chair of Marketing at the Terry College of Business, The University of Georgia in Athens, Georgia.  The Department of Marketing houses the unique Master of Marketing Research program, and through the Department’s Center of Marketing Studies it conducts several executive programs in Marketing Research.  Dr. Grover has received several honors for his research and teaching efforts including the O′Dell award for the best paper in the Journal of Marketing Research and the Hugh O. Nourse Outstanding MBA Teacher Award.  He received a Ph.D. degree in Marketing from the University of Massachusetts at Amherst; an MBA degree from Indian Institute of Management, Calcutta; and an Electronics Engineering BTech degree from IIT, Kharagpur. 
Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown IntelliQuest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including the David K. Hardin memorial award. He is also author of Conjoint Analysis in Marketing (University of Groningen, 1995). He has been a consultant to many leading companies such as IBM, Intel, Dell, and Philips. He received his Masters in Psychology in 1987 from Leyden University and his Ph.D. in Business Administration from the University of Groningen (1995).

Review:

"This handbook comprehensively explores approaches for delivering market insights for fact-based decision-making in a market-oriented firm. Divided into four parts, it addresses: (1) the different nuances of delivering insights, (2) quantitative, qualitative, and online data gathering techniques, (3) basic and advanced data analysis methods, and (4) the substantial marketing issues that clients are interested in receiving through marketing research. It is a valuable resource for all studetns and instructors of marketing research." (APADE 2006-12-05)

"Grover and Vriens have blended the contributions of 48 well-qualified academics and professionals to produce a comprehensive, in-depth guide to modern market research. A unique feature of this work is its emphasis on the potential of market research as a generator of marketing insights, this positioning market research as a trusted adviser. This handbook can serve as an up-to-date reference for market research suppliers as well as a guide for users. Highly Recommended." (W. C. Struning 2007-01-18)

"In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text.  I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book."  

                                                                                    ―
Guldem Gokcek, JOURNAL OF MARKETING (Guldem Gokcek Journal of Marketing - July 2007, Volume 71, Number 3 2008-03-03)

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