Market Research

Market Research Category

Problem Definition in Marketing

November 15, 2017

Problem Definition in Marketing is one in a series of monographs produced by the American Marketing Association to further the advancement of science in marketing. The authors, distinguished Professors William B. Locander and A. Benton Cocanougher of the University of Houston, have created a concise and highly accessible text addressing the frequently complex task of problem definition for marketing researchers. A few highlighted topics of discussion include:

A comprehensive overview of the problem definition process;
Specific criteria for problem recognition; and,
Clarification of the roles of management and researchers.

Through this thorough analysis of the problem definition process, the authors have provided an invaluable guide to the early stages of decision making. This step-by-step framework will prove highly illuminating and useful for marketing researchers and practitioners, as well as students and scholars of marketing.

Problems in Canadian Marketing

November 17, 2017

Erik Rostad

Problems in Canadian Marketing is a collection of papers presented in the Second Triennial Canadian Marketing Workshop. Edited by Donald N. Thompson, the featured twelve papers discuss the 1980s perspective of socio-cultural aspects of Canada that form the essence of Canadian marketing, such as the unique problems in handling distribution in Canada, advertising and marketing research from Canada’s point of view, and Canadian public policy.

Proceedings of the 12th Paul D. Converse Symposium

December 13, 2017

Erik Rostad

Proceedings of the 12th Paul D. Converse Symposium was edited by Devanathan Sudharshan and Frederick W. Winter. These proceedings were presented at the 1986 conference, in addition to the Paul D. Converse awards for outstanding contributions in marketing theory and science. This volume includes presentations by the four awards recipients: Frank Bass, Louis P. Bucklin, Shelby D. Hunt, and Louis W. Stern — along with critiques of the recipients contributions by other marketing scholars.

Proceedings of the 15th Paul D. Converse Symposium

December 13, 2017

Erik Rostad

Proceedings of the 15th Paul D. Converse Symposium was edited by Abbie Griffin and James D. Hess. These proceedings were presented at the 2000 conference. This volume contains presentations by four award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: Donald R. Lehmann for his extraordinary contribution in Marketing Knowledge; Sidney J. Levy for his continuing research on human behavior and its application in sales; V. Seenu Srinivasan for his exceptional contribution in the area of new product development coupled with consumer preference; as well as Richard Staelin for his distinguished contribution in diverse subjects of marketing science such as information search, managerial decision making, consumer protection regulation and legislation, and influence of print advertisements to name a few.

Proceedings of the 16th Paul D. Converse Symposium

November 28, 2017

Erik Rostad

Proceedings of the 16th Paul D. Converse Symposium was edited by Abbie Griffin and Cele Otnes. These proceedings were presented at the 2004 conference. This volume contains presentations by four award recipients who were recognized for their outstanding contributions in marketing theory and science. Also featured are reviews of the recipients contributions by other marketing scholars. The recipients are as follows: Richard P. Bagozzi for his work On the Evaluation of Structural Equation Models; Russell W. Belk for his various works on consumer research; John G. Lynch Jr. for his work on memory and judgment; and, Everett M. Rogers for Diffusions of Innovations.

Proceedings: 1955 National Conference, Shroeder Hotel, Milwaukee, Wis.

December 14, 2017

Erik Rostad

June 15, 16, 17

The AMA Proceedings: 1955 National Conference contains proceeding papers presented at the 1955 National AMA Conference in Milwaukee. The papers are arranged in three sections according to the first, second, and third day when the papers were presented. The papers address the road traveled thus far in the field of marketing, the problems and issues faced by the practitioners and academics in the 1950s, and a roadmap for the future.

Psychology in Media Strategy

December 13, 2017

Erik Rostad

Psychology in Media Strategy was edited by Leo Bogart. This work is a collection of papers presented at a 1965 symposium sponsored by the American Marketing Association’s media research committee. These papers and discussion transcripts explain the contribution of experimental psychology in the field of marketing and advertising, as well as open up vast research opportunities in this topic. This volume also contains Dr. Herbert Krugman’s 1965 presidential address before the American Association for Public Opinion Research.

Qualitative Research in Marketing

November 16, 2017

Erik Rostad

Qualitative Research in Marketing is one in a series of three monographs developed by the American Marketing Association focusing on various forms of marketing research. Assistant Professor Danny Bellenger offers a conceptualization and analysis of several qualitative research techniques that have remained prominent in the marketing community. The topics of discussion include:

A definition and evaluation of qualitative research as a business research tool;
An analysis of prominent techniques, such as focus group interviews, depth interviews and projective techniques; and,
Other aspects of qualitative research, such as sampling, current trends, and analysis.

The text was designed using both scholarly articles and interviews with experienced marketing researchers, blending theoretical and applied concepts. The ultimate goal is to encourage greater discussion and communication among researchers, as well as provide an evaluative tool for managers and consultants.

Research at the Top: Better Data for Organizational Policy Making

November 16, 2017

Erik Rostad

Research at the Top is a monograph produced by the American Marketing Association in a series focusing on various forms of marketing research. The authors, Gabriel and Betsy Gelb, are both experienced consultants and marketing researchers. In this monograph, they demonstrate how the creative application of marketing research can provide a factual foundation for determining business and marketing policies.

The topics of discussion include, but are not limited to:

The importance and relevance of marketing research among policy makers;
Incorporating research results into policy decision making; and,
Various approaches and techniques for evaluating and improving policy research.

The authors have provided a comprehensive overview of policy research to serve as a guide for business firms, marketing research agencies, and corporate settings. Through these discussions and real company case histories, the text demonstrates the importance of policy research and its findings to all levels of management.

Research Frontiers in Marketing: Dialogues and Directions: 1978 Educators’ Proceedings Series #43

December 14, 2017

Erik Rostad

Research Frontiers in Marketing: Dialogues and Directions was edited by Subhash C. Jain. This work contains papers presented at the 1978 Educators Conference held in Chicago. This volume is an impressive collection of scholarship. From the viewpoint of the field of marketing as a whole, this work is considered the best single representation of the state-of-the-art in educational marketing research for the years 1977-78. Proceedings by eminent academics and researchers segmented in 11 chapters, address a vast range of marketing research related portfolios such as consumer preference and choice models, management planning and decision models, market measurement and information systems, organizational buying behavior, consumer behavior research, behavioral research methods, marketing management, macromarketing, marketing practices, and marketing education.