Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

Ad Testing

Allan L.BaldingerConsultant
William A.CookAdvertising Research Foundation

Historical Context

Growing in Use and in Controversy

Advertising research grew dramatically in the 1950s, as television burst onto the media scene. However, in the 1980s, marketers shifted some of their attention towards measuring sales promotions. This ...

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