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Title: Marketing Research: State-of-the-Art Perspectives by Chuck Chakrapani, American Marketing Association ISBN: 0-920741-15-0 Publisher: Amer Marketing Assn Pub. Date: June, 2000 Format: Hardcover List Price(USD): $54.95

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Average Customer Rating: 3 (1 review)

Rating: 3
Summary: Something for Everyone
Comment: This book has something for everyone from beginning researchers to seasoned professionals. Unfortunately, it's not particularly easy to find the sections most likely to be of interest to any given reader. As noted in the Amazon description, the book is organized into six parts. That structure is only slightly helpful because the range of topics discussed within each part is very broad, no attempt is made to integrate the chapters, and because the chapters are written by different people so they don't progress from the basic to the sophisticated but rather skip around. There's an index, but that's only helpful if you know exactly what you're looking for. The only other alternative is browsing through the book for the sections of interest to you and skipping the rest. That places a greater burden on the reader than is necessary; however if you're involved in marketing research, you're likely to find enough that interests you to make it worth both the effort and the price.