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Introduction to Marketing Research and the Market research Industry

Defining marketing (or is it market?) research.; By: Gerhold, Paul., Marketing Research, Fall93, Vol. 5 Issue 4, p6, 2p

Quo Vadis, Marketing Research?; By: Gibson, Lawrence D.., Marketing Research, Spring2000, Vol. 12 Issue 1, p36, 6p

The when/what research decision guide. By: Wade, R. Kenneth. Marketing Research, Summer93, Vol. 5 Issue 3, p24-27, 4p,

Selecting a research company--Part II.; By: Kitaeff, Richard., Marketing Research, Dec92, Vol. 4 Issue 4, p53, 2p

DIFFERING DIMENSIONS. By: Ambler, Tim. Marketing Research, Fall2004, Vol. 16 Issue 3, p8-13, 6p,

A FEW HOME TRUTHS. By: Benady, David. Marketing Week (UK), 12/12/2002, Vol. 25 Issue 50, p35, 2p, 1c

Theory, practice both have key MR roles. By: Green, Paul E.. Marketing News, 9/15/2004, Vol. 38 Issue 15, p40-44,

Marketing Research: A State-of-the-Art Review and Directions for the Twenty-First Century. By: Malhotra, Naresh K.; Peterson, Mark; Kleiser, Susan Bardi. Journal of the Academy of Marketing Science, Spring99, Vol. 27 Issue 2, p160-183, 24p, 1 diagram

The British Market Research Industry 2003 (Flexibility is key to obtaining growth. Marketing , 7/17/2003, p29, 5p)

Research leagues Top 65. By: Barrand, Drew. Marketing (UK), 7/14/2004, p37, 6p, 3 charts, 4c;

Research leagues. By: Tiltman, David. Marketing (UK), 8/17/2005, p33-41

List of  British Market Research Agencies 

THE TOP 50 U.S. MARKET RESEARCH FIRMS. (cover story) Marketing News, 6/15/2007 Supplement, Vol. 41 Issue 11, pH4-H4

HONOMICHL TOP 50.  Marketing News, 6/15/2007 Supplement, Vol. 41 Issue 11, pH6-H64

2004 DIRECTORY OF INTERNATIONAL RESEARCH FIRMS. Marketing News, 5/15/2004, Vol. 38 Issue 9, p17, 26p


The Marketing Research Process

Defining marketing problems. ; By: Gibson, Lawrence D.., Marketing Research, Spring98, Vol. 10 Issue 1, p4, 9p, 3 diagrams, 1c,

How to Make Research More Actionable.; By: Schmalensee, Diane H.; Lesh, A. Dawn., Marketing Research, Winter98/Spring99, Vol. 10 Issue 4, p22, 15p

The 7 Golden Rules. By: Grapentine, Terry H.; Weaver, Dianne Altman. Marketing Management, Jul/Aug2007, Vol. 16 Issue 4, p40-44, 5p;

Market research and marketing dialects.; By: Cespedes, Frank V.., Marketing Research, Spring93, Vol. 5 Issue 2, p26, 9p

Using market research to make strategic decisions. ; By: Klose, Lisa L.; List, Barry., Association Management, Jun2001, Vol. 53 Issue 6, p28, 6p

Backward' market research. By: Andreason, Alan R.., Harvard Business Review, May/Jun85, Vol. 63 Issue 3, p176, 3p

Kaleidoscope of change.; By: Julian, Kathie; Coffer, Sarah., Marketing Research, Fall96, Vol. 8 Issue 3, p8, 4p

The great debate: Centralized vs. decentralized marketing...; By: Kitaeff, Richard., Marketing Research, Winter94, Vol. 6 Issue 1, p59, 1p

Passion vs. Dispassion. By: Huppertz, John W.. Marketing Research, Summer2003, Vol. 15 Issue 2, p16, 6p, 1 graph



 Secondary Research, Databases, Data mining,  and Decision Support systems

Data mining in marketing: Part 1.; By: Peacock, Peter R.., Marketing Management, Winter98, Vol. 6 Issue 4, p8, 11p

Data mining in marketing: Part 2.; By: Peacock, Peter R.., Marketing Management, Spring98, Vol. 7 Issue 1, p14, 12p

Diamonds in the Data Mine. By: Loveman, Gary. Harvard Business Review, May2003, Vol. 81 Issue 5, p109, 5p

The database marketing imperative.; By: Vavra, Terry G.., Marketing Management, 1993 [sic], Vol. 2 Issue 1, p46, 12p

ALIEN INTELLIGENCE. ; By: Martin, James., Journal of Business Strategy, Mar/Apr2001, Vol. 22 Issue 2, p18, 6p

Harvesting past research.; By: Helgeson, Neil; Fentress, Jack; et al., Marketing Research, Fall97, Vol. 9 Issue 3, p30, 6p

Priming the pump: Secondary research information audits.; By: Jurek, Richard J.., Marketing Research, Fall97, Vol. 9 Issue 3, p42, 2p

Using Dating Mining for Customer Satisfaction Research.; By: Garver, Michael S.., Marketing Research, Spring2002, Vol. 14 Issue 1, p8, 5p Mining and Statistics, Association for Computing Machinery

Fundamental differences between Statistics and Data Mining, ( Stanford University (postcript file)



Primary Research - Qualitative Methods and Observation

The Great Interview: 25 Strategies for Studying People in Bed. By: Hermanowicz, Joseph C.. Qualitative Sociology, Winter2002, Vol. 25 Issue 4, p479, 21p;

Depth-Interview Techniques for Creative Advertising. By: Durgee, Jeffrey F.. Journal of Advertising Research, Dec85/Jan86, Vol. 25 Issue 6, p29-37, 9p;

Taking an EXPANDED View of Customers' Needs: Qualitative Research for Aiding Innovation. By: Flores Letelier, Maria F.; Spinosa, Charles; Calder, Bobby J.. Marketing Research, Winter2000, Vol. 12 Issue 4, p4-11, 8p, 2 diagrams

Anticipating Customer Priorities. By: Wyner, Gordon A.. Marketing Research, Spring99, Vol. 11 Issue 1, p36-38, 3p;

LADDERING THEORY, METHOD, ANALYSIS, AND INTERPRETATION. By: Reynolds, Thomas J.; Gutman, Jonathan. Journal of Advertising Research, Feb/Mar88, Vol. 28 Issue 1, p11-31, 21p;

New Techniques to Generate Key Marketing Insights.; By: Wansink, Brian., Marketing Research, Summer2000, Vol. 12 Issue 2, p28, 9p


Let's Hold a Focus Group! By: Lawrence, Jennifer; Berger, Paul. Direct Marketing, Apr99, Vol. 61 Issue 12, p40, 4p;

OUT-OF-FOCUS Groups. By: Rook, Dennis W.. Marketing Research, Summer2003, Vol. 15 Issue 2, p10, 6p,

Focus Groups: A New Tool for Qualitative Research. By: Morgan, David L.; Spanish, Margaret T.. Qualitative Sociology, Fall84, Vol. 7 Issue 3, p253, 18p; (AN 10867565)

Trained Moderators. Boost the Value of Qualitative Research. By: Henderson, Naomi R.. Marketing Research, Jun92, Vol. 4 Issue 2, p20-23, 4p

Conceptual Underpinnings for the Use of Group Interviews in Consumer Research. By: McQuarrie, Edward F.; McIntyre, Shelby H.. Advances in Consumer Research, 1988, Vol. 15 Issue 1, p580-586

FOCUS GROUPS. By: Morgan, David L.. Annual Review of Sociology, 1996, Vol. 22 Issue 1, p129, 24p

Nominal grouping sessions.; By: Langford, Barry E.., Marketing Research, Summer94, Vol. 6 Issue 3, p16, 6p

The Shopping List Studies and Projective Techniques: A 40-Year View.; Marketing Research, Dec91, Vol. 3 Issue 4, p14, 9p

Metaphorically speaking.; By: Zaltman, Gerald., Marketing Research, Summer96, Vol. 8 Issue 2, p13, 8p

Rethinking Market Research: Putting People Back In. By: Zaltman, Gerald. Journal of Marketing Research (JMR), Nov97, Vol. 34 Issue 4, p424-437, 14p, 1 diagram, 1bw;

Translating values into product wants. By: Durgee, Jeffrey F.; O'Connor, Gina Colarelli. Journal of Advertising Research, Nov/Dec96, Vol. 36 Issue 6, p90, 10p,

The Many Faces of Qualitative Research.; By: Henderson, Naomi R.., Marketing Research, Summer2002, Vol. 14 Issue 2, p13, 5p

The Quest for Emerging Customer Needs.; By: Bakken, David G.., Marketing Research, Winter2001, Vol. 13 Issue 4, p30, 5p,

Interpreting Consumer Mythology. By: Levy, Sidney J.. Marketing Management, Spring94, Vol. 2 Issue 4, p4-9, 6p;

Autodriving: A Photoelicitation Technique. By: Heisley, Deborah D.; Levy, Sidney J.. Journal of Consumer Research, Dec91, Vol. 18 Issue 3, p257, 16p,

Projective techniques in consumer research by  Suné Donoghue, Journal of Family Ecology and Consumer Sciences, Vol 28, 2000, p.47-53

A look at the evidence for the usefulness, reliability and validity of projective techniques in market research. By: Boddy, Clive. International Journal of Market Research, 2005 Quarter 3, Vol. 47 Issue 3, p239-254

QUALITATIVE METHODS FOR DEVELOPING ADVERTISING THAT MAKES CONSUMERS FEEL, 'HEY, THAT'S RIGHT FOR ME' By: Durgee, Jeffrey F.. Journal of Consumer Marketing, 1990, Vol. 7 Issue 1, p15, 7p

APPLYING QUALITATIVE DATA. By: Green, Paul E.; Wind, Yoram (Jerry); Krieger, Abba M.; Saatsoglou, Paul. Marketing Research, Spring2000, Vol. 12 Issue 1, p17-25, 9p, 5 diagrams;

After the Interview. By: Warren, Carol A.B.; Barnes-Brus, Tori; Burgess, Heather; Wiebold-Lippisch, Lori; Hackney, Jennifer; Harkness, Geoffrey; Kennedy, Vickie; Dingwall, Robert; Rosenblatt, Paul C.; Ryen, Ann; Shuy, Roger. Qualitative Sociology, Spring2003, Vol. 26 Issue 1, p93, 18p

Analyzing Interview Data: The Development and Evolution of a Coding System. By: Weston, Cynthia; Gandell, Terry; Beauchamp, Jacinthe; McAlpine, Lynn; Wiseman, Carol; Beauchamp, Cathy. Qualitative Sociology, Sep2001, Vol. 24 Issue 3, p381, 20p, 5 charts,

Analysis and interpretation of qualitative data in consumer research.   By: Spiggle, Susan. Journal of Consumer Research, Dec94, Vol. 21 Issue 3, p491, 13p,

Handbook of qualitative research methods in marketing By Russell W. Belk 2006

Focus groups: theory and practice  By David W. Stewart, Prem N. Shamdasani, Dennis W. Rook 2006

Ethnography: step by step By David M. Fetterman






Primary Research : Observation

Chasing customers through the Internet, FT, 3/9/2003

Observational Data Collection Methods for Services Marketing: An Overview. By: Grove, Stephen J.; Fisk, Raymond P.. Journal of the Academy of Marketing Science, Summer92, Vol. 20 Issue 3, p217, 8p;

 "Saying is one thing; doing is another": the role of observation in marketing research Boote J.; Mathews A.  Qualitative Market Research: An International Journal, Volume 2, Number 1, 1999 , pp. 15-21(7)

The past, present and future of observational research in marketing Nick Lee, Amanda J. Broderick  Qualitative Market Research: An International Journal  2007 Volume: 10 Issue: 2 Page: 121 - 129

Unmasking a Phantom; A Psychometric Assessment of Mystery Shopping. By: Finn, Adam; Kayandé, Ujwal. Journal of Retailing, Summer99, Vol. 75 Issue 2, p195, 23p,

The Use of Mystery Shopping in the Measurement of Service Delivery. By: Wilson, Alan M.. Service Industries Journal, Jul98, Vol. 18 Issue 3, p148-163

Dynamic reenactment.; By: Collier, Trevor., Marketing Research, Spring93, Vol. 5 Issue 2, p35, 3p

Participant observation and the pursuit of truth: Methodological and ethical considerations. By: Stafford, Marla Royne; Stafford, Thomas F.. Journal of the Market Research Society, Jan93, Vol. 35 Issue 1, p63-76, 14p, 2bw;

The Mindcam methodology: perceiving through the native's eye  Richard G. Starr, Karen V. Fernandez
 Qualitative Market Research: An International Journal  2007 Volume: 10 Issue: 2 Page: 168 - 182

How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising. By: Poels, Karolien; Dewitte, Siegfried. Journal of Advertising Research, Mar2006, Vol. 46 Issue 1, p18-37, 20p,

The evolution of technology in pretesting. By: Weinblatt, Lee S.. Marketing Research, Spring94, Vol. 6 Issue 2, p42-44, 3p,

Neuromarketing: What's it all about? Max Sutherland Australian Neuromarketing Symposium at Swinburne University (Melbourne) in February 2007

What can advertisers learn from neuroscience? By: Plassmann, Hilke; Ambler, Tim; Braeutigam, Sven; Kenning, Peter. International Journal of Advertising, 2007, Vol. 26 Issue 2, p151-175, 25p

Mapping the mind for the modern market researcher Senior, Carl; Smyth, Hannah; Cooke, Richard; Shaw, Rachel L.; Peel, Elizabeth Qualitative Market Research: An International Journal, Volume 10, Number 2, 2007 , pp. 153-167(15)

Applications of functional magnetic resonance imaging for market research  Peter Kenning, Hilke Plassmann, Dieter Ahlert Qualitative Market Research: An International Journal; Volume: 10   Issue: 2; 2007

The application of physiological observation methods to emotion research  Chamberlain, Laura; Broderick, Amanda J.Qualitative Market Research: An International Journal, Volume 10, Number 2, 2007 , pp. 199-216(18)

Inside the mind of the consumer. Economist, 6/12/2004, Vol. 371 Issue 8379, special section p12, 4/5p,

Market Researchers make Increasing use of Brain Imaging, ACNR  Vol 5 No. 3 JULY/AUGUST 2005

Brainy brand research. Marketing Research, Summer2007, Vol. 19 Issue 2, p5-5, 1/2p;

Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data. By: Chandon, Pierre; Hutchinson, J. Wesley; Bradlow, Eric T.; Young, Scott H.. INSEAD Working Papers Collection, 2007 Issue 22, p1-44, 46p;

A breadth-first survey of eye-tracking applications Behavior Research Methods, Instruments, & Computers, November 01, 2002, Vol. 34 Issue: Number 4 p455-470, 16p

Face Value: Eye tracking and facial coding are essential supplements to traditional measures, Hill, D.MARKETING RESEARCH2007, VOL 19; No 3, pages 8-15


 Primary Research : Experimentation

Choosing simulated test marketing systems.; By: Prince, Melvin., Marketing Research, Sep92, Vol. 4 Issue 3, p14, 3p

Experimental design.; By: Wyner, Gordon A.., Marketing Research, Fall97, Vol. 9 Issue 3, p39, 3p

Experimental methods in market research. By: Ryals, Lynette; Wilson, Hugh. International Journal of Market Research, 2005 Quarter 4, Vol. 47 Issue 4, p347-366


 Primary Research - Survey Research,  Measurement and questionnaire design

Research on Survey Data Quality (in Methodological Developments) by Robert M. Groves The Public Opinion Quarterly, Vol. 51, Part 2: Supplement: 50th Anniversary Issue. (1987), pp. S156-S172.

Survey research. By: Krosnick, Jon A.. Annual Review of Psychology, 1999, Vol. 50 Issue 1, p537, 31p;

SURVEY RESEARCH AND SOCIETAL CHANGE. By: Tourangeau, Roger. Annual Review of Psychology, 2004, Vol. 55 Issue 1, p775-801, 27p, 1 graph;

WEB SURVEYS. By: Couper, Mick P.. Public Opinion Quarterly, Winter2000, Vol. 64 Issue 4, p464, 31p,

HUMAN RESEARCH AND DATA COLLECTION VIA THE INTERNET. By: Birnbaum, Michael H.. Annual Review of Psychology, 2004, Vol. 55 Issue 1, p803-832, 30p,

THEORIES AND METHODS OF TELEPHONE SURVEYS. By: Groves, R.M.. Annual Review of Sociology, 1990, Vol. 16 Issue 1, p221, 20p;

THE DESIGN AND ADMINISTRATION OF MAIL SURVEYS. By: Dillman, D.A.. Annual Review of Sociology, 1991, Vol. 17 Issue 1, p225, 25p,

Understanding The Decision to Participate in a Survey  Robert M. Groves; Robert B. Cialdini; Mick P. Couper The Public Opinion Quarterly, Vol. 56, No. 4. (Winter, 1992), pp. 475-495

THE SCIENCE OF ASKING QUESTIONS. By: Schaeffer, Nora Cate; Presser, Stanley. Annual Review of Sociology, 2003, Vol. 29 Issue 1, p65-88, 24p;

Effects of Questionnaire Design on the Quality of Survey Data   Maria Elena Sanchez The Public Opinion Quarterly, Vol. 56, No. 2. (Summer, 1992), pp. 206-217.

ASKING SENSITIVE QUESTIONS: THE IMPACT OF DATA COLLECTION MODE, QUESTION FORMAT, AND QUESTION CONTEXT. By: Tourangeau, Roger; Smith, Tom W.. Public Opinion Quarterly, Summer96, Vol. 60 Issue 2, p275-304,

How Do You Measure the Customer Experience? By: Wyner, Gordon A.. Marketing Research, Spring2003, Vol. 15 Issue 1, p6, 2p, 1c;

How Unclear Terms Affect Survey Data (in Two Articles on Questions and Questionnaires) Floyd Jackson Fowler, Jr. The Public Opinion Quarterly, Vol. 56, No. 2. (Summer, 1992), pp. 218-231.

Estimating the Effect of Incentives on Mail Survey Response Rates: A Meta-Analysis  Allan H. Church The Public Opinion Quarterly, Vol. 57, No. 1. (Spring, 1993), pp. 62-79.

Development of a standard e-mail methodology. By: Schaefer, David R.; Dillman, Don A.. Public Opinion Quarterly, Fall98, Vol. 62 Issue 3, p378, 20p,

CYBER SURVEYS Come of Age. By: Ray, Nina M.; Tabor, Sharon W.. Marketing Research, Spring2003, Vol. 15 Issue 1, p32, 6p,

CAN WE TRUST THE DATA OF ONLINE RESEARCH?; By: Miller, Thomas W.., Marketing Research, Summer2001, Vol. 13 Issue 2, p26, 7p

Response speed in mail surveys: Beware of shortcuts.; By: Chebat, Jean-Charles; Cohen, Ayala., Marketing Research, Spring93, Vol. 5 Issue 2, p20, 6p

A framework for questionnaire design: Labaw revisited.; By: Gendall, Philip., Marketing Bulletin, May98, Vol. 9, p28, 12p

Asking All the Right Questions.; By: Berstell, Gerald; Nitterhouse, Denise., Marketing Research, Fall2001, Vol. 13 Issue 3, p14,

ASK THE RIGHT QUESTIONS AND YOU'LL GET THE RIGHT ANSWER. By: Dichler, Ernest. Journal of Consumer Marketing, 1983, Vol. 1 Issue 2, p91-92,

Calling All Customers.; By: Long, Ju; Whinston, Andrew B.; Tomak, Kerem., Marketing Research, Fall2002, Vol. 14 Issue 3, p28, 6p

Split-Questionnaire Designs.; By: Vriens, Marco; Wedel, Michel; Sandor, Zsolt., Marketing Research, Summer2001, Vol. 13 Issue 2, p14, 6p

Navigational issues in the design of online self-administered questionnaires.; By: Norman, Kent L.; Friedman, Zachary; Norman, Kirk; Stevenson, Rod., Behaviour & Information Technology, Jan2001, Vol. 20 Issue
AN EXPERIMENTAL COMPARISON OF WEB AND TELEPHONE SURVEYS. By: Fricker, Scott; Galesic, Mirta; Tourangeau, Roger; Ting Yan. Public Opinion Quarterly, Fall2005, Vol. 69 Issue 3, p370-392, 23p;

The behavior of respondents, nonrespondents, and refusers across mail surveys. By: Brennan, Mike; Hoek, Janet. Public Opinion Quarterly, Winter92, Vol. 56 Issue 4, p530, 6p;

METHODS FOR TESTING AND EVALUATING SURVEY QUESTIONS. By: Presser, Stanley; Couper, Mick P.; Lessler, Judith T.; Martin, Elizabeth; Martin, Jean; Rothgeb, Jennifer M.; Singer, Eleanor. Public Opinion Quarterly, Spring2004, Vol. 68 Issue 1, p109, 22p;

SPACING, POSITION, AND ORDER. By: Tourangeau, Roger; Couper, Mick P.; Conrad, Frederick. Public Opinion Quarterly, Fall2004, Vol. 68 Issue 3, p368-393, 26p;

Web Survey Methods Introduction Mick P. Couper and  Peter V. Miller

Dirk Heerwegh and  Geert Loosveldt Face-to-Face versus Web Surveying in a High-Internet-Coverage Population:Differences in Response Quality Public Opin Q (2008) 72(5): 836-846

Mick P. Couper,  Frederick G. Conrad,  and Roger Tourangeau Visual Context Effects in Web Surveys Public Opin Q (2007) 71(4): 623-634

Stephen R. Porter and  Michael E. Whitcomb Mixed-Mode Contacts In Web Surveys: Paper is Not Necessarily Better Public Opin Q (2007) 71(4): 635-648

Michael D. Kaplowitz,  Timothy D. Hadlock,  and Ralph Levine A Comparison of Web and Mail Survey Response RatesPublic Opin Q (2004) 68(1): 94-10

Robert M. Groves Nonresponse Rates and Nonresponse Bias in Household SurveysPublic Opin Q (2006) 70(5): 646-675

Paul P. Biemer Total Survey Error: Design, Implementation, and EvaluationPublic Opin Q (2010) 74(5): 817-848

 AAPOR Report on Online PanelsPublic Opin Q (2010) 74(4): 711-781

Kristen Olson Survey Participation, Nonresponse Bias, Measurement Error Bias, and Total BiasPublic Opin Q (2006) 70(5): 737-758

Robert M. Groves and  Lars Lyberg Total Survey Error: Past, Present, and FuturePublic Opin Q (2010) 74(5): 849-879 

Joseph W. Sakshaug,  Ting Yan,  and Roger Tourangeau Nonresponse Error, Measurement Error, And Mode Of Data Collection: Tradeoffs in a Multi-mode Survey of Sensitive and Non-sensitive ItemsPublic Opin Q (2010) 74(5): 907-933

Paul C. Beatty and  Gordon B. Willis Research Synthesis: The Practice of Cognitive InterviewingPublic Opin Q (2007) 71(2): 287-311

Jorre Vannieuwenhuyze,  Geert Loosveldt,  and Geert Molenberghs A Method for Evaluating Mode Effects in Mixed-mode SurveysPublic Opin Q (2010) 74(5): 1027-1045

Morgan M. Millar and  Don A. Dillman Improving Response to Web and Mixed-Mode SurveysPublic Opin Q (2011) 75(2): 249-269

Robert M. Groves and  Emilia Peytcheva The Impact of Nonresponse Rates on Nonresponse Bias: A Meta-AnalysisPublic Opin Q (2008) 72(2): 167-189

Web survey methodology site (EVERYTHING YOU NEED ON ONLINE RESEARCH)

U. S. General Accounting Office (1991). Using structured interviewing techniques. PEMD-10.1.5, 7/91

No Common Desiderata for Measurement. By: Wittink, Dick R.; Bayer, Leonard R.. Marketing Research, Winter2003, Vol. 15 Issue 4, p47-48, 2p; (AN 12249337)

Scales: Still Problematic 10 Years Later. By: Grapentine, Terry. Marketing Research, Winter2003, Vol. 15 Issue 4, p45-46,

Mail and internet surveys: the tailored design method‎ Don A. Dillman -  - 2007



Fifty Years of Survey Sampling in the United States (in Methodological Developments) by Martin R. Frankel; Lester R. Frankel The Public Opinion Quarterly, Vol. 51, Part 2: Supplement: 50th Anniversary Issue. (1987), pp. S127-S138.  

Some Practical Guidelines for Effective Sample Size Determination. By: Lenth, Russell V.. American Statistician, Aug2001, Vol. 55 Issue 3, p187,

Covering the market.; By: Bolton, Ruth N.., Marketing Research, Summer94, Vol. 6 Issue 3, p30, 5p


 Specific applications - USEFUL FOR YOUR ASSIGNMENT

Evaluating new products. By: Green, Paul E.; Krieger, Abba M.; Vavra, Terry G.. Marketing Research, Winter97, Vol. 9 Issue 4, p12-21, 10p, 4 charts, 3 graphs, 2bw;

BEYOND THE QUADRANT CHART: DESIGNING EFFECTIVE BENEFIT BUNDLE STRATEGIES. By: Green, Paul E.; Kim, Jonathan S.. Journal of Advertising Research, Dec91, Vol. 31 Issue 6, p56-63, 8p,

What is important? By: Wyner, Gordon A.; Owen, Hilary. Marketing Research, Summer93, Vol. 5 Issue 3, p48-50, 3p, 2bw

How to Measure Brand Awareness, Brand Image, Brand Equity and Brand Value

An Empirical Comparison of Consumer-Based Measures of Brand Equity. By: Agarwal, Manoj K.; Rao, Vithala R.. Marketing Letters, Jul96, Vol. 7 Issue 3, p237-247, 11p,7.

Market Segmentation Market Segmentation. Analytical Developments and Application Guidelines. Marco Vriens, Ph.D. Millward Brown IntelliQuest. March 2001

Segmentation design. By: Wyner, Gordon A.. Marketing Research, Dec92, Vol. 4 Issue 4, p38-41

Customer-based pricing research. By: Wyner, Gordon A.. Marketing Research, Spring93, Vol. 5 Issue 2, p50-52

Get Serious About Pricing. By: Wyner, Gordon A.. Marketing Research, Winter2002, Vol. 14 Issue 4, p4-6, 3p

Researching channels. By: Wyner, Gordon. Marketing Research, Summer95, Vol. 7 Issue 3, p42-44, 3p

Advertising tracking: New tricks of the trade. By: Gold, Laurence N.. Marketing Research, Summer93, Vol. 5 Issue 3, p42-44, 3p

The "Perfect" Scale.  (measuring customer satisfaction) By: Schmalensee, Diane H.. Marketing Research, Fall2003, Vol. 15 Issue 3, p23-25, 3p, 1 diagram

Importance-Performance Analysis. By: Martilla, John A.; James, John C.. Journal of Marketing, Jan77, Vol. 41 Issue

Importance-Performance Analysis:A Case Study in Restaurant Positioning  By: John C. Keyt; Ugur Yavas; Glen Riecken. International Journal of Retail & Distribution Management, 1994, Vol. 22 Issue 5, p35,

A comparison of approaches to Importance-Performance Analysis. By: Bacon, Donald R.. International Journal of Market Research, 2003 Quarter 1, Vol. 45 Issue 1, p55-71, 17p, 2 charts, 4 diagrams

Importance-Performance Analysis Using the Profile Accumulation Technique. By: Johns, Nick. Service Industries Journal, Jul2001, Vol. 21 Issue 3, p49-63, 15p,

The History and Future of Service Quality Assesment. By: Grapentine, Terry. Marketing Research, Winter98/Spring99, Vol. 10 Issue 4, p4-20, 17p, 5 diagrams, 2 graphs;

Refinement and Reassessment of the SERVQUAL Scale. By: Parasuraman, A.; Berry, Leonard L.; Zeithaml, Valarie A.. Journal of Retailing, Winter91, Vol. 67 Issue 4, p420, 31p;

SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. By: Parasuraman, A.; Zeithaml, Valarie A.; Berry, Leonard L.. Journal of Retailing, Spring88, Vol. 64 Issue 1, p12-40, 29p, 6 charts