Attitude Research at Sea was edited by Lee Adler and Irving Crespi. This work is a collection of papers on attitude research presented on board the S.S. Ocean Monarch during a cruise to Bermuda in 1966. The papers discuss the application of attitude research techniques to the broad range of marketing and advertising field. Incorporation of conceptual framework, methodology, application, and case studies pertaining to attitude research make this compilation handy for academics and practitioners.
Market Research Category
Attitude Research Bridges the Atlantic was edited by Philip Levine. This work is a collection of proceedings held in Madrid, Spain during 1973. Spread out in five sections, these papers were presented by American and European attitude researchers. They discussed attitudes as they relate to the individual, the group, the society, the researcher, and the businessman. There was also a presentation on the Sociology of Attitude Research.
Attitude Research Enters the 80’s was edited by Richard W. Olshavsky. This work is a collection of proceedings presented at the 1980 Attitude Research Conference. The papers present a historic review of trends, usage, and methods of attitude research in the 1980s. Categorized in three parts – part I focuses on new theories, new measures and new modes of data collection prevalent in the 1980s; part II decodes the relationship between attitude and behavior; and, part III explains how attitude research is applied to marketing and public policy.
Attitude Research in Transition was edited by Russel I. Haley. This work is a collection of proceedings by the same name in 1971. The papers discuss the early 1970s perspective of both the changes that are taking place in attitude research and the ways in which attitude research can be used in a rapidly changing world. The papers are categorized into 5 sections comprising need for marketing management, attitude change management, role of qualitative research, product positioning through attitudinal research, and a review on marketing models of the 1970s.
Attitude Research on the Rocks was edited by Lee Adler and Irving Crespi. This work is the collection of proceedings presented at the 1967 Attitude Research Conference held “at the rocks” of Puerto Rico. The proceedings attempt to clarify some unresolved theoretical and methodological issues in attitude research. The book covers six topics viz., attitude change and behavior change, prediction and exploration in attitude research, quantitative and qualitative methods in attitude research, developments in attitude measurements, user evaluation on attitude research, and future learning in attitude research. There is also a concluding chapter that sums up the discussions that took place in the conference.
Attitude Research Plays for High Stakes was edited by John C. Maloney and Bernard Silverman. This work is a compilation of papers presented at the Eighth Annual Attitude Research Conference in 1979. The papers attempt to crack the relationship between attitude and buyer behavior. They also define the concept of involvement, methods to measure it, and its effect on purchase decision. There is a discussion on measuring the deceptiveness of advertising and another one on the contribution of attribute research to the activities of federal regulatory agencies.
Attitude Research Reaches New Heights was edited by Charles W. King and Douglas J. Tigert. This work is a collection of proceedings from the third Annual Attitude Research Conference held in Mexico in 1970. Exploring the maturing state-of-the-art in attitude research is the central theme of these papers. The papers revolve around the overview of attitude research, conceptual approaches to predict the consumer behavior and market segmentation through attitude research, as well as measurement and data analysis techniques employed in sophisticated attitude research.
Attitude Research Under the Sun was edited by John Eighmey. This work is a compilation of proceedings of the 1978 Attitude Research Conference. The papers explore in an interdisciplinary fashion some niche areas such as attitude trend research, neglected areas such as content analysis, and areas of popular interest such as attitude models. Also featured are attitudinal analysis with respect to print and electronic medium of advertising.
Buyer-Seller Interactions: Empirical Research and Normative Issues was edited by Peter H. Reingen and Arch G. Woodside. This work is a product of a two-day workshop held in May 1980 that attempts to provide additional knowledge on buyer-seller interactions. The volume is divided into three major sections. Section 1 includes four papers on communication patterns and cognitive responses of buyer-seller interactions. Section 2 has four papers focusing on variables buyers and sellers bring with them to face-to-face meeting such as demographics, physical appearances, lifestyle, and culture. The effects of persuasion strategies used during face-to-face meetings of buyers and sellers are the focus of Section 3.
Careers in Marketing is a monograph produced by the American Marketing Association in a series focusing on marketing issues. Distinguished researcher and consultant, Neil Holbert, presents significant career opportunities available to students considering potential careers in the marketing discipline.
This concise yet thorough text provides the following informative discussions:
- Six areas, including sales, advertising, retailing, and brand management, which constitute marketing careers;
- The multiple facets of marketing, including a specific applications and situations, as well as an explanation of the “Marketing Concept”; and,
- The role of academic training in pursuit of a career in marketing.
The author provides concise coverage of various marketing careers in accessible, non-technical language. The ultimate goal is to provide a guide for marketing students intent on furthering their careers in the discipline. The discussions and issues presented by the author make this a valuable tool for educators and students involved in multiple marketing disciplines, such as advertising, market research, and sales representation.