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Market Research And Analysis

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An obscure author once wondered, "Why write another marketing re-search book?" (Lehmann, 1979). Much to the delight of the author, the book of which he spoke actually sold several copies, so many that a certain publisher decided that a second edition was warranted. Hence, it is with some sense of satisfaction (if not enthusiasm for another round of reviewers' comments, galley proofs, etc.) that this second edi-prepared.tion was In many respects, the second edition parallels the first (e.g., sameproblems, much of the same SPSS computer output, same jokes). Spe-cifically:
1. While there are descriptive sections, the basic writing style is instructive rather than encyclopedic. The reason for this is the assumption that most people need to follow a learning process in understanding marketing research which is more than just memo-rization of facts.
2. The author feels that the best way to learn the nuances of re-search is by doing some. He has found that a simple project (definea problem, make up a questionnaire, go get 150 respondents, ana-lyze the data, and write a report) is the best learning experience in the course. Next to that, analysis of results seems to be the best way to increase understanding. For that reason, the analysis chap-ters contain studies already analyzed so the reader can see how inferences can be drawn from actual results.
3. A common data base involving 940 female heads of households'responses to a 1975 survey about usage of and attitudes towardexample. This provides readers with the opportunty to view a large survey as it is analyzed by several methods and to compare the methods in a concrete situation.
4. The ancy" analytical techniques are discussed mainly in words in the chapters. Mathematics are generally banished to appendixes. (How's that for market segmentation?)
5. Sample computer output from the SPSS program is reproduced in the appendixes to the analysis chapters. This allows practice in interpreting essential results from actual output
6. The target reader is a user rather than a producer of marketing research. Still, in order to be a good user, one must know enough about the subject to ask good questions. Therefore, the book will try to explain how or at least why many of the basic procedures are used.
7. The writing style will be, at times, light. This is based on the assumptions that (a) some readers may not be passionately interested in the subject and need to be kept awake, (b) it is dangerous for an author to take himself too seriously, and (c) this book should help introduce the subject but cannot possibly say everything relevant about it
The major changes include:
1. A restructuring of the first 7 chapters to:
a. Include more on experiments.
b. Reorder the material so survey design precedes details of mea-
surement.
e. Expand the discussion of issues of reliability, validity, etc.
2. More discussion of sampling.
3. Expanded coverage of conjoint measurement and analysis
In addition, the entire volume has been tightened, and painfulthough it was, some sections were actually removed. The author would like to thank many people for their assistance and encouragement on the revisiqn, including John Keon, Lakshman Krishnamurthi, Don Messmer, Scott Neslin, Aaron Strauss, and William Cohen, as well as the faculty members at Columbia and his family. Unfortunately, the blame for any shortcomings is not as easily

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Ketersediaan

67181

658.83 LEH M

Library Lantai 2

Tersedia

Informasi Detil

Judul Seri

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No. Panggil

658.83 LEH M

Penerbit

Illinois : Richard D Irwin, Inc., 1985

Deskripsi Fisik

812 hlm

Bahasa

English

ISBN/ISSN

0-256-03084-1

Klasifikasi

658.83

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

2

Subyek

Marketing

Info Detil Spesifik

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Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

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