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The Use Of Sampling In Marketing Research

The Use of Sampling in Marketing Research

The Use of Sampling in Marketing Research is a monograph produced by the American Marketing Association in a series intended to further the advancement of marketing science. Author William P. Dommermuth designed this text to serve laymen users of research by introducing the fundamentals of sampling in nontechnical language. The text speaks mainly in generalities while also including examples that pertain to specific marketing situations. The topics of discussion include:

  • Two types of analyses, estimation of parameters and testing of hypotheses, that are made based on sample results;
  • The two main classes of sampling, probability/random samples and nonprobablity/nonrandom samples; and,
  • A key statistic, the standard error, used in measuring sampling error and determining the adequate size of the sample.
Trends In Consumer Behavior

Trends in Consumer Behavior

Trends in Consumer Behavior Research is one in a series of monographs produced by the American Marketing Association in order to establish marketing as a professional field, provide materials to assist educators, and encourage the continuous use and improvement of marketing techniques. This monograph provides a concise overview of the history, current state, and future potential of consumer research behavior. The author focuses on significant trends and their implications for future research. The topics discussed include:

  • The two basic types of consumer studies, which focus on either behavioral or psychological orientations;
  • The overall trends in consumer research as evident in descriptive, predictive, and explanatory research; and,
  • Exploring the phenomenon using the personality-product usage behavior research tradition.

This monograph has been created to serve as a tool for managers, marketing practitioners, and business owners concerned with stale decision information. In the quickly developing world of consumer research, Trends in Consumer Behavior Research provides an insightful and thoroughly researched guide to the complex and ever expanding field.

Winning Back Your Market

Winning Back Your Market

Winning Back Your Market presents nine fundamental strategies for regenerating corporate efforts with tactical options for the service, consumer, and industrial sectors.

Each strategy demonstrates case histories of successful revitalization of services and products, or plans for putting into practice the strategic options.


Table of Contents

  1. Star-Making Strategies
  2. Entrenching the Existing Business
  3. Switching from End Users to Intermediaries
  4. Creating Mandatory Consumption
  5. Going International
  6. Broadening the Product Horizon
  7. Finding New Applications
  8. Finding New Situations
  9. Repositioning
  10. Redefining Markets
  11. Putting It All Together
Broadening Concept Marketing

Chapter 1: Broadening the Concept of Marketing Still Further

Chapter 1

Broadening the Concept of Marketing Still Further proposes that since the 1980s, the market has reached a new, grand stage of evolution: the megamarketing stage. This broadening of the market has included covering non-profit organizations and using political scientists as part of market research. The benefits of this movement are monumental to schools, hospitals, churches and museums.

Contemporary Views On Marketing Practice

Chapter 2: A Normative Theory of Marketing Practice

Chapter 2

A Normative Theory of Marketing Practice provides a normative framework for marketing practice theory. This is based on the assumption that the task of marketing practice is to create and retain positive market behavior. Because market activity is not always positive, it is necessary to assess where and how market predispositions are imbalanced.

Contemporary Views On Marketing Practice

Chapter 7: Marketing Strategy Implementation

Chapter 7

Marketing Strategy Implementation proposes a framework for using and studying marketing implementation. The goal is to provide a supplemental tool for managerial thinking. The details of the framework’s progression, as well as the benefits of its employment, are fully discussed.