Book Description
McDaniel and Gates stand out from the crowd!
When it comes to putting you on the frontlines of the marketing research industry, McDaniel and Gates stand out from the crowd. These authors deliver the hottest trends, insights, and advances in the field, with a focus on how marketing research is practiced today.
Based on their successful Marketing Research, 6th Edition, this paperback text offers the same user-oriented, real-world focus, and cutting-edge content in a more streamlined format.
* Authors wired to the marketing research industry: Unlike many other marketing research texts, Marketing Research Essentials provides a real-world view of the field from authors who are industry insiders. Together, they bring more than 40 years of marketing research experience to this edition.
* A strong focus on how to use research: McDaniel and Gates focus on using and analyzing market research results, rather than actually doing the market research.
* Real-world perspective: Throughout the text, the authors inject a healthy dose of reality into the discussion, including intriguing examples of how real companies use marketing research and war stories from the frontlines of the field.
* New learning tools put you in the know: New chapter-opening Visual Checklists and chapter-ending Visual Summaries help reinforce your understanding of the material.
* Includes the student version of SPSS 13: In addition, new SPSS exercises at the end of the quantitative chapters give you hands-on experience. Data sets for the software are available on the companion website at www.wiley.com/college/mcdaniel.
Customer Reviews:
Could be better..........2007-03-20
My high expectations for this pricey book were not met. They cover basic statistics, a watered down version. Other than a couple of concepts I could have gotten the rest of the book from an elementary statistics book. Even though the title says its for market research, it does not cover any of the important concepts of market research- market segmentation, cluster analysis, factor analysis, etc.
Book Description
In response to strong market feedback, Essentials of Marketing Research, 2e, was developed directly from the eight edition of William Zikmund's best-selling Exploring Marketing Research text. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, Essentials of Marketing Research, 2e, reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research.
Customer Reviews:
Highly Recommended for Business & Marketing Students.......1999-09-06
This first edition of Essentials of Marketing Research is written by Professor William G. Zikmund of Oklahoma State University, author of the best-selling Exploring Marketing Research (now in seventh edition) and Business Research Methods (now in sixth edition).
Shorter than Exploring Marketing Research, it nevertheless presents a lively picture of contemporary marketing research. Its emphasis on practical applications gives business and marketing students a basic understanding of the scope of marketing research.
The result is not a dry, technical and analytical treatment of advanced data analysis or statistical techniques but an accurate presentation of the "big picture" of marketing research as a dynamic, creative and enjoyable pursuit.
Book Description
How to unlock the hidden 95% of the customer’s mind that traditional marketing methods have never reached.
Selling Points Practical synthesis of the cognitive sciences: Drawing heavily on psychology, neuroscience, sociology, and linguistics, Zaltman combines academic rigor with real-world results to offer highly accessible insights, based on his years of research and consulting work with large clients like Coca-Cola and Procter & Gamble. An all-new tool kit: Zaltman provides research tools—metaphor elicitation, response latency, and implicit association techniques, to name a few—that will be all-new to marketers and demonstrates how innovators can use these tools to get clues from the subconscious when developing new products and finding new solutions, long before competitors do.
Customer Reviews:
Worst book Ever.......2007-08-10
I dont know if this is a marketing book!!
Too much text for less benefits
Ideas are not integrated with each other specially when connecting science with Marketing
Not too many marketing examples.
Even the examples did not show what where the exact results of the specified theories conducted
At the end of the book he fills it with text about creativity, oh please!!! this is supposed to be a book about marketing and how I am supposed understand customers not how to be creative
One more thing, he argues that products are how they are perceived in the mind of the customer and not what the products are in reality. Well, this is a very old idea, maybe the writer should read books for Al Ries and Jack Trout about Positioning.
Where was the editor?.......2007-07-13
The title holds much promise. The introduction intriguing. Yet as I trudged through this tomb, it finally dawned on me that there is much less here than the first glance promises. Two major problems: 1. The author puts forth a rather simple, yet vague theory of unconscious thinking, then discusses at length the utility of metaphors, but nowhere is the connection made between the two concepts. What is unconscious thinking that metaphors can magically make visible? What proof is there of any connection? This slight of hand left me shaking my head. Where is the model? Where is the empirical evidence? 2. The writing is at times entertaining, but beyond the introduction it is more and more rambling, redundant and scattered. It appears no technical editor was allowed anywhere near this manuscript. bottom line, I know no more about how customers think after reading this book, than I did before. However, I do now know how bad focus groups are (even though the empirical data appears absent.)
Great Insights into the Mind of the Consumer.......2007-05-20
This is perhaps the best text I've read on understanding the mind of the consumer. Zaltman takes potentially complex information and presents it in a form that is relatively easy to digest.
Zaltman explains how new brain science research indicates that the confidence marketers have placed in focus group methodology has been based on a number false assumptions including the following: 1. Consumers think in well-reason, linear ways to evaluate products and services. 2. Consumers can reasonably explain their emotions, feeling, preferences and behaviors - and translate them into words; and 3. Consumers' memories are accurate reflections of their experience.
According to Zaltman, the reality for consumers is really quite different. We live in a world where culture, emotions and desires play a larger role than logical decision-making. We receive and interpret information from the marketplace within a unique context. And, as consumers, much of our thinking takes place on a subconscious level, making it difficult for focus group participants to explain their behaviors. Our memories of what led us to make specific choices are far from perfect. On a conscious level we typically rationalize our decision-making without giving the underlying contextual complexities for our product and service choices.
In summary, Zaltman's text is a great place to learn more about current thinking on the mind of the consumer, the limits of traditional focus groups and some reliable methods for tapping into consumer insights.
Brand, Emotion , Listening , Usefulness.......2007-04-04
1. Rohit Deshpade noted that over 80 percent of all market research serves mainly to reinforce existing conclusions, not to test or develop new possibilities. Managers act as if endorsing current views merits 80 percent of their resources.
2. Recent studies of the effects of brain lesions demonstrate that when neurological structures responsible for either emotion or reasoning sustain damage, the affected individuals lose their ability to make the kinds of sound decisions permitting a normal life.
3. The operation of our memory and emotions occurs below our threshold of awareness. Why do people purchase expensive things? One answer reveals an important feeling relating to self-esteem. Once realized the company strengthens its relationships with the purchasing agents by acknowledging the feeling most closely related to self-esteem during sales calls.
4. The Western view of the mind states the mind does not exist absence the brain, body, and society.
5. Emotion allows the mind to reorganize, innovate, and produce something better and more useful. Memories are metaphors. People generally do not think in words, they think in metaphors. Metaphors help the individual to perceive the world, help to see new connections, and draw meaning from experiences. Without imagination nothing in the world would be meaningful. Without imagination we could not interpret our experiences. Without imagination we could not reason toward knowledge of reality.
6. When customers are exposed to product concepts, company stories, or brand information, they don't passively absorb those messages. Instead, they create their own meaning by mixing information from the company with their own memories, other stimuli present at the moment, and the metaphors that come to mind as they think about the firm's message.
7. Poor quality thinking cannibalizes high-quality thinking. Quality thinking takes time. True understanding takes time.
8. Many consumers view their clothing as a personal container or an extension of the self.
9. Largely ignored, are the Emotional benefits of the product or service. The goal is insightful consumer analysis feed by understanding how consumer mental activity occurs.
10. The more skilled marketers are in listening to customers, the more effective their marketing strategies will be establishing the value of the firm's offerings
11. The more clearly current and potential customers understand the value of the firm's offerings, the larger the top line will be.
12. Skillful listening tells the management team how large a challenge they face, especially in terms of meeting latent needs.
13. Michael Tomasello, states that cognitive skills have been learned fast because of social and cultural transmission.
14. When we encounter new ideas through verbal communication, they root themselves within a preexisting system that gives them relevance. Different cultures emphasize different thoughts.
15. 80 percent of communication occurs non-verbally.
16. Joseph Turner, reason and emotion are not opposites; they are partners who occasionally disagree but depend on one another for success
17. Logical thoughts are much easier to articulate than emotions.
18. Managers who deeply understand their consumers may accurately anticipate their responses to a new product before the firm presents it.
19. Unconsciously a buyer believes that the national brand works better and is therefore better for loved ones (severe sympthoms, self or spouse or child)
20. Fast stimulus to messages occurs when the message is flashed subliminally.
21. People perceive messages transmitted by a baby-faced person as more sincere because they see babies as innocent and honest.
22. The exact same dinner tastes different depending on whether one is dining with a close friend or an unpleasant stranger.
23. The correlation between stated intent and actual behavior is low. 12 percent of the time, customers actually purchases items that they verbal indicated that they would purchase.
24. Customer predispositions create feelings and thoughts toward the brand and unconsciously influence their reaction to the brand.
Does not deliver ..........2007-03-14
In one way I enjoyed reading the book as it pulled together various studies and experiments related to aspects of cognitive psychology and the use of some techniques (e.g. metaphors), but in the end the book simply does not deliver on the title.
For me, the failure of the book is that it does not propose any coherent, overall model of "How Customers Think" (or more importantly ... how purchase decisions are sub-consciously arrived at), just simply some interesting observations on different aspects of thought with little or not integration. I suspect that most people would read the book and think "interesting ... but what the heck do I do now?"
I'm waiting for a better book on the subject to come along ...
Book Description
Contains detailed discussions of the process, with numerous examples from the industry.
* Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research.
* Discussion on how to apply marketing research in various marketing applications is presented.
Book Description
When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field. It presents a snapshot of the way cutting-edge marketing research is practiced today.
Book Description
What's the secret to a company's continued growth and prosperity? Internationally known marketing expert
Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises.
Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.
Customer Reviews:
When I started up my business..........2007-03-30
When I started up my business, AUDIN Web Design, I used this book as my bible. It has worked so well for me. Some people may find a lot of fluff in the book (which is true if you read all the other books by the same authors), but if you are fresh to the material you will find it invaluable. When searching for a name of my company, the book revealed to me that AUDIN should be the name of my Web Design Company. With that I focused and channeled my course of action. If only everyone abide by the laws set forth in this book, we wouldn't have everyone and anyone hawking everything under the sun (hint, hint: Amazon). Anyway, if you are in a small business an you are starting to lose your focus, get this book and read; read like you've never read before. Read until the cows come home. This stuff is gold, real gold.
A Must-Read For Corporate Execs.......2007-03-26
It's human nature among company managers to fall in love with their own brand, which makes them lose sight of the REAL issue, which is what the customer's perspective is. Rolex clocks? Porshe watches? These are two things I found at a recent trip to a high-end watch store which indicate Rolex and Porsche could be losing their focus.
This book gets 4 stars because it could be more concise.
Stay Focussed, Specialize, Own Your Niche, SURVIVE !.......2006-06-21
Focus delivers. This book by Al Ries, one of the world's best know marketing strategists, hones in on the benefits of the anti-intuitive practice of focusing. He calls the latest management craze of alliances, mergers and acquisitions a fad that has lessened efficiency and the bottom line. He says to re-focus instead of reengineer. Out of focus companies are less effective and their identity is blurred to customers. By focusing here is meant specializing in one area and becoming the best in that area.
Coca Cola stock is worth double that of Pepsi but Pepsi sells twice as much as Coke. The difference is that Coke specializes and Pepsi is all over the board with restaurants and drinks other than soft drinks. Convergence goes against the laws of nature and businesses. New species aren't formed by combining other species. New businesses rarely come from combining businesses but by splitting up business. Automobiles never combined with boats or airplanes, although there has been effort in this area. The automobile has divided into over 45 brands with 1000+ models.
GM in the early days was selling many less cars than Ford. Sloan saw that his many brands were competing with each other. He took each brand and made price-point steps out of them. They no longer competed agaist each other and soon enough GM owned half the market. Well GM didn't stay with this focus and now all of their lines compete with one another and the brand identities are very blurred. The market share for GM is now very low again. How does a company like this refocus?
There are many ways to refocus. You may start by 'owning' a word or a category. For instance Pizza Hut owns Pizza but Dominoes is known for 'delivery' and Ceasar's is known for 'take-out pizza.' Fed Ex is known for 'over-night delivery.' Sell off or rename parts of the organization that are not part of this focus. General Mills used to own companies in many different industries but experienced huge growth by selling them off and focusing on cereals.
A focus should be simple and with the times. That doesn't mean that you have to change with the times. Having two feet planted in the past is a focus that has worked for the Levis 501 brand for instance. But, if your product changes and evolves, your name may have to change with it to cut prior associative thinking. Always look for where the next focus will be in your niche. Bayer made the finest asprin but lost out when Johnson & Johnson released Tylenol, which was soon overshadowed by American Home Products introducing ibuprofen, and the latest is naproxen sodium pioneered by Proctor & Gamble - the Aleve brand.
Keep the focus simple, memorable (a claim that is unique) and powerful. The future belongs to companies with a clear focus today.
Five Focussed Stars
Focused, but undisiplined.......2004-04-24
I believe this book makes a valid point for the pularity of companies today. There are just enough tidbits to make the read worthwhile. However, I found the book frustrating. The author suffers from disclipine. He makes poor use of analogies and the book, while chock full of examples, could many times be examples of the contra opionion: diversification. The author would benifit from application of scientific rigor that would add depth and credibility to his copious but superficial use of examples. Perhaps exploring a corporate strategy of diversification would of given him the credibility I needed to swallow all his claims. Without it he comes off as someone who makes up his mind what position he wants and then grasps anything possible to support his ideal. For those interested in the subject I relay the maxim, "Concentrate when in control otherwise diversify."
A very good book.......2004-04-03
I have not finished this book yet, but I believe I am already benefited from the book. I won't be as puzzled and frustrated as I was, facing distractions and many seemingly attractive oppotunities in life and work. It lets me to realize the harmful effects of unfocused efforts. This is enough for me to rate this book 5 stars.
However, I also believe focus in real life is not a static thing. You have to focus in a way that does not lose the sight of what is happening around you. In other words, you have to re-evaluate your focusing path from time to time.
By the way, I got this book from a library book sale. It was an unfocused effort -- I was just out there trying to find something interesting.
Book Description
190 million female consumers $4.4 trillion in buying power one bookthe national bestseller now in paperback and newly revisedthat tells you how to reach them. She knows business. She knows women. And she definitely knows better than anyone on Madison Avenue how to bring them together. Faith Popcorn, Americas leading trend forecaster, shows that no one can succeed in business or successfully start one without understanding how to market to women.
Customer Reviews:
Eliminate Stalled Marketing Thinking -- Become Irresistible.......2004-09-18
7 Stars *******
I am a big Faith Popcorn fan. That led me to go into reading this book with high expectations. What a great deal it was to have those expectations well exceeded!
Tom Peters first raised the theme of this book in his book, The Circle of Innovation. The vast bulk of most consumer purchases are either made or strongly influenced by women. Stop marketing generally, and be sure you marketing is gender friendly in the broadest sense. But Tom, as a man, could only take that point so far.
Faith Popcorn has really explained it very well. She has identified 8 key principles:
(1) Women link (the marketer's job is to make that easier for women -- witness the success of women-only Web sites)
(2) Serve all of a woman's needs, not just the ones she has part of the day (if she needs convenient ordering, be sure to offer everything she wants to buy conveniently -- take-out foods for all meals)
(3) Women want their needs anticipated (if she has to tell you what she wants, it's all over -- lots of work, stress, home responsibilities and money mean that home spas are doing well)
(4) Use the indirect approach (women prefer to notice things on their own and apply them, rather than getting a direct, hard sell -- women notice institutional appliances in great restaurants and put them into their own kitchens)
(5) Go to her and make it easy (witness the success of at-home direct selling)
(6) Sell one generation of women, and you get the next as well (see how children now dress like adults at a very young age, because Mom and daughter want to look like each other)
(7) Take on a role as a trustworthy adult to help women, and they will link with your brand (GE Financial Assurance provides a mentor role for women entrepreneurs)
(8) All the details matter (organic foods are taking off because they are healthier, even though very expensive).
As interesting as these points are, Faith Popcorn also deserves praise for the superb way she explains her ideas. In the beginning of the book, she has one example of each concept. Then there is a chapter on each principle. The chapter has many examples, and finalizes with one thorough one drawn from her consulting experience. Then, to be sure you've got the point, she takes well-known brands in each chapter and points out what they are NOT doing that they should be.
The crowning glory is a chapter on all of the things that Ron Perelman and Revlon are doing wrong, and compares it with how the brand was run originally. Faith couldn't find much of anything she likes about the Revlon approach. As a matter of fact, the company has done poorly.
But, at a broader level, this book is also about marketing in the 21st century. Although the focus of the book is women, those who market to men will often benefit from following the same advice. Saturn, a role model she describes, is not just appealing to women. Men like to be treated like people, too, when they buy a car. As a loyal Saturn owner, I know the approach worked well with me.
I can hardly wait for her next book! Have a great time as marketers begin to apply these principles, providing a better consumer experience for customers and more business success for their companies.
One trend she did not explicitly address are the many consumer goods companies that are converting to having mostly women in product design and marketing. That should help, too.
Another Title to Add to Your Success Library.......2001-08-24
This is a book that gives some of us dim-witted males an idea as to how females think. Most of the book had me nodding my head and silently saying to myself, "Aha! So that's why my wife does this or that!" The only quibble that I had was on the chapter regarding Revlon. While reading it, I was thinking that perhaps Revlon knows exactly what they are doing. In other words, if Revlon is intent upon capturing the teen female audience, they would market that audience by showing youthful fashion models wearing the product rather than practical soccer moms or average middle-aged women. On the whole, however, I found this a very enjoyable read and look forward to other books by Ms. Popcorn.
Well, duh........2001-06-25
This book is - how can one put it politely? - garbage, yes, that's the word. The book has two big messages: that men and women shop differently, and that consumers can buy a particular brand of an item without buying the 'message' that goes with said brand. Well, duh. Hard to believe people get paid for this - and, in the case of Ms Popcorn (real name: Plotkin), paid very well. So don't buy it, it will only encourage her to write something else.
In fact, if you still have any faith in Popcorn, I advise that you cure yourself with a quick look at a book by William Sherden called 'The Fortune Sellers'. Pages 221-224 deal with Popcorn/Plotkin. While you're there, check out what he has to say in other 'futurologists' (read: charlatans) like Toffler and Naisbitt.
Average customer rating:
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Product Planning Essentials
Kenneth B. Kahn
Manufacturer: Sage Publications, Inc
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ASIN: 0761919988 |
Book Description
Concise yet comprehensive,
Product Planning Essentials addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Special topics include public policy, international issues, and intellectual property. An interesting summary of product development best practices from several companies appears at the end of the book. Instructors, students and practitioners will appreciate the balanced managerial and how-to orientation.
Book Description
If she had a choice, would she buy from you?
Developing the skill and know-how to attract and retain female customers has never been more critical to success—annually, women consumers spend $3.7 trillion, women business owners spend $1.5 trillion, and women make or influence over 94 percent of all purchases. You need her business to succeed. If you don’t get it, someone else will.
Yet to many sales professionals, understanding women customers is a daily challenge: the way women interpret behavior, hear unexpected meanings, take in “peripheral” information, and how they view the overall sales process. As a result, women’s wants, needs, and expectations are often misunderstood.
Winning the Toughest Customer: The Essential Guide to Selling to Women reveals how salespeople can thrive with this complex market segment by providing the tools to customize selling to women, and then to anybody else. This notable guide shows professionals how to meet the expectations of female customers and benefit from women’s legendary loyalty and viral marketing potential.
With Passi’s
seven-step
sales process that clearly shows how to win sales in this powerful market, you’ll learn how to:
* Understand why women reach different purchasing decisions than men
* Master ten steps to building solid relationships with female customers
* Incorporate the newest selling techniques to increase sales and garner repeat business.
In
Winning the Toughest Customer, author and industry expert Delia Passi shatters gender and sales myths with boldness and humor, enabling salespeople and entrepreneurs to properly communicate and close the deal with the most influential buying market segment in the world.
Customer Reviews:
The book is very good but..........2007-01-09
The book is very good. Its actually great if your job is selling mostly to women. But the book in its introduction got me very exited by identifying women as the Toughest customers out there and once you have the skill of wining them you can win any one else. yet the reset of the book dose not entertain that thought any more as it becomes fixated on selling to women. I know that this is the purpose of the book but that introduction razed my expectations regarding this matter so it was kind of a disappointment.
The book was a very good read in general
Short handbook on how to sell to women.......2006-12-18
Many salespeople don't realize that selling to women requires a different approach than selling to men. If you're among them, we say Delia Passi's book is for you. Her main point is that women and men respond to different communication cues, so if you want women to buy your product, you must adjust your presentation. Passi's book has its flaws: despite its welcome brevity, it is disorganized and repetitive, and she often promotes outdated stereotypes. Still, the book serves as a good reminder that you must pay attention to the communication style that your customers prefer - no matter what their gender.
Must read, best of the bunch..from a male perspecttive.......2006-11-04
My wife and I opened a Home Decor store recently and purchased this book halfway thru the first year. Thought I wished I had read it sooner, I also believe that I would still had to read it again. In fact it is in my pile for winter reading again. Read several other books about selling to women but this was by far the best. It gave you good solid information that was useable and assisted substantiating several points with our staff.
Powerful Proven Strategies for Even the Most Enlightened Sales Person.......2006-10-30
Delia Passi shares practical proven strategies for selling more effectively to women. The first half of the book explores the "how and why" of women's buying decisions, and the vast array of possibilities in selling to this most powerful consumer. The rest of the book provides exactly how-to expertise for every aspect of selling to women. Every man will laugh as he reads the piece on business lunch conversations with women...and then quickly stop laughing when he realizes how many business deals, sales, connections and networking opportunities he has lost because he never read this book. Just as Delia Passi says, if you master her strategies selling to women, you will far exceed the expectations of men and therefore increase sales with men as well. Delia Passi should quickly write another book helping men relate better with women in the personal arena as well. This is a must read for anyone, even the most sophisticated, enlightened person who finds themselves selling to women.
Finally, The Successful Way to Speak to Women .......2006-07-08
I heard Delia speak at an event for businesswomen this year and was intrigued by her sales strategies, so when I found out about this book, I bought it and read it immediately (easy, quick read, ideal for a flight). What I learned was there are significantly different ways to communicate with women that I have been overlooking all these years, that details are important, and that they need to connect with the salesperson emotionally before trusting them with thier money. Delia's seven-step process was enlightening and I am now revising my strategies altogether to incoporate this newer way in which I can "listen so they will speak, and speak so they will listen". This book is a must read for anyone in sales, particluarly men as it will bridge the language gap for us all -even on a personal level.
Product Description
Contains detailed discussions of the process, with numerous examples from the industry.
* Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research.
* Discussion on how to apply marketing research in various marketing applications is presented.
This Book does Not include a CD-Rom
Books:
- Mathematics for Economists
- Mathematics for Finance: An Introduction to Financial Engineering (Springer Undergraduate Mathematics Series)
- Microsoft CRM 3 For Dummies (For Dummies (Computer/Tech))
- Modern Management
- More Balls Than Hands: Juggling Your Way to Success by Learning to Love Your Mistakes
- MP Essentials of Marketing w/ Student CD-ROM & Apps 2005
- My Stroke of Insight: A Brain Scientist's Personal Journey
- Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers
- National Security and The Nuclear Dilemma, 1945-1991
- Networking with the Affluent
Books Index
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