An accessible introduction to market research methods, October 13, 2009

By Doc Molina “Doc Molina” (Ma, United States) –

This review is from: Strategic Market Research: A Guide to Conducting Research that Drives Businesses (Paperback)

I use this book for a research methods course I teach at Cambridge College School of Management. Most marketing research textbooks are both too dense and expensive. Students are likely to forget or not ever apply 80% of what they read in a typical text book. This does not provide any information on statistics or measurement perse, but it is a practical, accessible, and wonderfully priced book for learning basic research concepts students/readers are likely to remember long term.

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Great, concise guide to make research meaningful, August 6, 2009

By Daniel P. Wallace (Naperville, IL USA) –
  

This review is from: Strategic Market Research: A Guide to Conducting Research that Drives Businesses (Paperback)

This is a terrific little book. I say little only because it is concise and won’t bog you down with unnecessary detail. It gets right to the point, and the value it delivers is anything but small. There are literally dozens of market research techniques. Dr. Beall does a great job of explaining, in clear, direct language, which ones to use when, and how to use them to generate the strongest, most useful insights possible. That, after all, is the point of market research. I’ve seen many research studies that were commissioned by large, sophisticated companies and that obviously were very expensive, and yet produced no actionable insights. Reading this book is a great way to make sure that doesn’t happen to you. I’m sure it will be valuable to research providers, but I think it will be most valuable to users of market research, especially those who are about to commission a study. If you’re in that position, this book will help you be an active participant in the research design, and will help ensure that you actually get the decision-making information you’re paying for.

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