?Haller discloses many of the warts and blemishes of marketing
research. ... This is a thoughtful presentation of many of the
problems encountered in the collection, analysis, and application
of marketing research. ... He identifies many of the erroneous
practices he has encountered in his many years of research, and
illustrates why they are faulty. Most of these errors fall into one
of four major categories--logic, design, sequence, and analysis.
... The book's primary audience should be marketing researchers
(regardless of their years of experience) and those managers and
executives who rely on marketing research to guide their decisions.
It would also be a useful book for college seminar courses on
research or advertising. Both public and university
libraries.?-Choice
?Haller explores four major categories of research error--logic,
sequence, design and analysis. A veteran marketer with experience
at Proctor & Gamble, R. J. Reynolds and Quaker Oats, Haller
delivers his views in a non-pedagogic style and with numerous real
world examples.... There may be innumerable dangers ready to
ensnare marketers in the morass of research, but this book offers
marketers ways to sidestep most or disentangle themselves from the
ones already trapping them.?-Ad Forum
"Haller explores four major categories of research error--logic,
sequence, design and analysis. A veteran marketer with experience
at Proctor & Gamble, R. J. Reynolds and Quaker Oats, Haller
delivers his views in a non-pedagogic style and with numerous real
world examples.... There may be innumerable dangers ready to
ensnare marketers in the morass of research, but this book offers
marketers ways to sidestep most or disentangle themselves from the
ones already trapping them."-Ad Forum
"Haller discloses many of the warts and blemishes of marketing
research. ... This is a thoughtful presentation of many of the
problems encountered in the collection, analysis, and application
of marketing research. ... He identifies many of the erroneous
practices he has encountered in his many years of research, and
illustrates why they are faulty. Most of these errors fall into one
of four major categories--logic, design, sequence, and analysis.
... The book's primary audience should be marketing researchers
(regardless of their years of experience) and those managers and
executives who rely on marketing research to guide their decisions.
It would also be a useful book for college seminar courses on
research or advertising. Both public and university
libraries."-Choice
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