John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
Market Research: Why we Need to be Careful
Market research was originally made possible by the discovery of techniques of sample selection, and it is virtually the only scientific tool available to marketing and advertising practitioners. Over the years there have been continuous improvements in the way market research is carried out, particularly in the recent past in methods of analyzing data. But while we cannot deny the increasingly important contribution of research to marketing and advertising, we must also be aware of four endemic concerns with all research. In ascending order of importance, these are the sample, the sample frame, causality, and the questions.
Users of research should always remember that research should be employed as an ...