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This book is a comprehensive, all-in-one res ource for planning, conducting and applying market research in today''s result-oriented environment. It covers marketing problems, and shows how to prepare a plan and proposal. '

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• Part I Data Collection and Research Systems
• Chapter 1 What Is State of the Art Marketing Research?
• Chapter 2 Basic Methods of Gathering Information
• Chapter 3 Two Basic Research Systems
• Part II Building the Research Study
• Chapter 4 Defining the Marketing Problem
• Chapter 5 Preparing the Research Plan
• Chapter 6 Using Outside Assistance
• Chapter 7 Collecting Primary Data
• Chapter 8 Selecting the Sampling Methods
• Chapter 9 Developing the Questionnaire
• Chapter 10 Using Focus Groups
• Chapter 11 Summarizing Results
• Chapter 12 Presenting Research Results
• Part III Applying Marketing Research to Marketing Problems
• New-Product
• Introductions
• Chapter 13 Specialized Marketing Research Applications
• Chapter 14 Market Segmentation
• Chapter 15 Integrating Database Technology and Marketing Research
• Chapter 16 Measuring Advertising Effectiveness and Media Audience
• Chapter 17 Global Marketing Research
• Appendix
• Samples of Questionnaires

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CHOICE Review

Broad in scope, this compendium covers the complex and rapidly changing field of marketing research in its entirety. The text is divided into three major sections: "Data Collection and Research Systems"; "Building the Research Study"; and "Applying Marketing Research to Marketing Problems." Within this simple continuum the authors present both the process and practice of marketing research with clarity and accuracy. Chapter introductions nicely indicate coverage within each chapter, making it easy for the reader to locate both introductory and detailed topical material. This new edition (1st ed., CH, Jan'93) has the benefit of being current with respect to various issues regarding marketing research. Readers seeking more detailed information on a specific topic will find the chapter endnotes a good place to begin this research. Recommended for upper-division undergraduate and graduate students in a wide range of marketing courses. This book is also an excellent tool for nonmarketing professionals who want to be better informed about the marketing process and how it works. S. A. Schulman; CUNY Kingsborough Community College