Research for Marketing Decisions {FIRST EDITION}

Green, Paul E. And Donald S. Tull

Published by Prentice-Hall, Inc., Englewood Cliffs, New Jersey, 1966

About this Item

"The motivation for this book has arisen from our feeling that marketing research has now reached a stage of development where traditional methods and techniques require synthesis and extension. We believe that this book is novel in two major respects. With respect to method, the unifying concept of this book is that marketing research is a cost incurring activity whose output is information of potential value for management decision. With the advent of modern statistical decision theory-the so-called Bayesian approach-a framework nowe exists for making this general concept operational. The major part of this book is concerned with the development of this framework and its application to marketing measurement and decision. With respect to technique, this book again departs from tradition in terms of the relatively large coverage given to newer research procedures {for example, scaling procedures, Monte Carlo simulation, analysis of variance and covariance, Markov processes, multivariate analysis, and experimental gaming}. We hope that discussion of these techniques-which are either omitted entirely or given more limited description in most current marketing research texts-will help close the gap between textbook coverage and the content of contemporary professional journals devoted to the advancement of research technique in marketing. This book, then will be viewed by many as unorthodox. And quite properly so, in terms of both inclusion and exclusion of topics. Missing from this text are separtae chapters on product research, advertising research, training of interviewers, preparation of the final report, and the like. We hope that we have paritially redressed this de-emphasis on content by selecting a variety of examples and case studies for technique exposition. In any event, one must stop somewhere and no claim is made that this volume is a 'comprehensive' text on marketing research. We do feel, however, that the learning of method and technique provides a capacity to cope with a wide variety of marketing problems-an advantage not found in approaches which stress particularized problem situations at the expense of generalization." This book has 532 pages. The text contains NO internal marks whatsoever, except for a small red ink ownership stamp on the front endpaper. Just the slightest of wear to the corners and head and heel of the spine. For a book that was marketed as a textbook, this particular copy is in remarkabe condition. Size: 8vo - over 7¾" - 9¾" tall.

Seller Inventory # 065744

Bibliographic Details

• Title: Research for Marketing Decisions {FIRST EDITION}
• Publisher: Prentice-Hall, Inc., Englewood Cliffs, New Jersey
• Publication Date: 1966
• Binding: Cloth
• Edition: First Edition {First Printing}.
• Condition: Fine
• Dust Jacket Condition: No Jacket
• Seller catalogs:
  • Advertising/Marketing