Danger: Marketing Researcher at Work - Hardcover

"Haller discloses many of the warts and blemishes of marketing research. ... This is a thoughtful presentation of many of the problems encountered in the collection, analysis, and application of marketing research. ... He identifies many of the erroneous practices he has encountered in his many years of research, and illustrates why they are faulty. Most of these errors fall into one of four major categories--logic, design, sequence, and analysis. ... The book's primary audience should be marketing researchers (regardless of their years of experience) and those managers and executives who rely on marketing research to guide their decisions. It would also be a useful book for college seminar courses on research or advertising. Both public and university libraries."-Choice "Haller explores four major categories of research error--logic, sequence, design and analysis. A veteran marketer with experience at Proctor & Gamble, R. J. Reynolds and Quaker Oats, Haller delivers his views in a non-pedagogic style and with numerous real world examples.... There may be innumerable dangers ready to ensnare marketers in the morass of research, but this book offers marketers ways to sidestep most or disentangle themselves from the ones already trapping them."-Ad Forum ?Haller explores four major categories of research error--logic, sequence, design and analysis. A veteran marketer with experience at Proctor & Gamble, R. J. Reynolds and Quaker Oats, Haller delivers his views in a non-pedagogic style and with numerous real world examples.... There may be innumerable dangers ready to ensnare marketers in the morass of research, but this book offers marketers ways to sidestep most or disentangle themselves from the ones already trapping them.?-Ad Forum ?Haller discloses many of the warts and blemishes of marketing research. ... This is a thoughtful presentation of many of the problems encountered in the collection, analysis, and application of marketing research. ... He identifies many of the erroneous practices he has encountered in his many years of research, and illustrates why they are faulty. Most of these errors fall into one of four major categories--logic, design, sequence, and analysis. ... The book's primary audience should be marketing researchers (regardless of their years of experience) and those managers and executives who rely on marketing research to guide their decisions. It would also be a useful book for college seminar courses on research or advertising. Both public and university libraries.?-Choice

Points out the four major kinds of errors found in marketing research and uses specific cases to show how erroneous reports can endanger business operations