( 1 reviews )
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( 18 of 19 found this review helpful ) Posted: Mar 31 2000
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.
