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Title: Marketing Research by Donald R. Lehmann, Sunil Gupta, Joel H. Steckel ISBN: 0-321-01416-2 Publisher: Addison Wesley Longman Pub. Date: 01 December, 1997 Format: Paperback Volumes: 1 List Price(USD): $128.00 |
Average Customer Rating: 5 (1 review)
Rating: 5
Summary: Inside marketing research
Comment: I received this book as gift from a fellow statistician about two years ago, since then it was never more than three steps away from the place I was working. I continued to search for other Marketing Research titles, from Amazon and other Web dealers to Chicago libraries and bookstores, I didn't find any other title wich such a clear and up-to-date approach. Of course there other respectfull titles, as ESOMAR's Handbook of Marketing and Opinion Research, but the last is, as the name says, a handbook, presenting all techniques and where to find them (it's perfect if you want to use something and don't know where to look for the article) but it doesn't get into applying the stuff. That's the MARKETING RESEARCH major merit, it get's into applied statistics - it describes a technic and explain in wich analytical context it would fit better. Even in the last chapter: "Additional Data Analysis Techniques" - that was dealing with improvements that had just been added to statistical programs as SPSS, like Segmentation Trees, Neural Networks and Structural Equation Modeling, they were able to discuss each technique in a few pages, without being superficial. Last, but not least, the book also presents lots of output examples, full featured in SPSS, SAS and other major statistical programs.
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Title: The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition) by Thomas T. Nagle, Reed K. Holden, Reed Holden ISBN: 013026248X Publisher: Prentice Hall Pub. Date: 15 January, 2002 List Price(USD): $65.00 |
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Title: Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher, William Ury, Bruce Patton ISBN: 0140157352 Publisher: Penguin Books Pub. Date: 01 December, 1991 List Price(USD): $14.00 |
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Title: Entertainment Industry Economics: A Guide for Financial Analysis by Harold L. Vogel ISBN: 0521792649 Publisher: Cambridge University Press Pub. Date: May, 2001 List Price(USD): $48.00 |
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Title: Corporate Finance: A Valuation Approach by Oded H. Sarig, Simon Z. Benninga ISBN: 0070050996 Publisher: Irwin/McGraw-Hill Pub. Date: 01 August, 1996 List Price(USD): $129.60 |
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Title: Bargaining for Advantage : Negotiation Strategies for Reasonable People by G. Richard Shell ISBN: 0140281916 Publisher: Penguin Books Pub. Date: 05 June, 2000 List Price(USD): $15.00 |
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