Don't Get Fooled Again: A Decision Maker's Guide to Market Research - Softcover

Walter H. Zultowski

Softcover

ISBN 10: 0976469901 ISBN 13: 9780976469902

Publisher: W.H. Zultowski, 2005

Synopsis

This book is for anyone who is called upon to make decisions using market research, but does not have training in the evaluation of the validity and accuracy of market research methods. Using a case study method, the reader is placed in the middle of 20 real-life case studies, and asked to make a decision based upon the market research presented. After making your call, the author discusses the proper course of action. It's a light-hearted book filled with heavyweight principles, that will make you a more effective user of market research and a better decision maker.

About this title

About the Author

Walter H. Zultowski, Ph.D., has spent more than twenty-eight years producing, evaluating, deciphering, and implementing market research. Walt is senior vice president of research and concept development for a major insurance and investment company. He manages the company's market research, competitive intelligence, and new product idea generation functions. He also spent twenty years with an international insurance and financial services trade association, where he ran the association's industry-wide research program and its North American consulting function. Walt has authored more than 100 articles on sales and marketing topics, is a frequent industry speaker, and is an often quoted media resource. He served as an adjunct faculty member at a local university where he taught graduate courses in consumer behavior and market research. Walt received his Ph.D. in organizational psychology from the University of Tennessee, and is a graduate of the Tuck Executive Program at Dartmouth College.

Edition details

• Publisher: W.H. Zultowski
• Publication date: 2005
• Language: English
• ISBN 10: 0976469901
• ISBN 13: 9780976469902
• Binding: Paperback
• Number of pages: 100