Marketing Theory Category
Attitude Research was written by Irving Crespi. This work is a comprehensive summary on the attitude theory and research methods employed in the 1960s with respect to marketing and marketing research. Divided in two parts, this monograph speaks on the role of attitude research in marketing and consumer research as well as methods of conducting attitude research. As Part I talks about the theory and concept, Part II is the cookbook on how the theory can be applied in real time situation.