Table of Contents

1. Business-to-Business Research
2. Value-Based Marketing Perspective
3. Secondary Sources of Information
4. Marketing Databases
5. Analytical Techniques
6. Designing Survey Research
7. Fielding Survey Research
8. Qualitative Research Method
9. Focus Group Interviews
10. Conjoint Analysis
11. Multidimensional Scaling and Preference Mapping
12. Marketing Mix Models and Financial Returns

About the Author

Martin P. Block is one of the leading media and marketing researchers in the world.
He is professor of IMC in the Medill School of Journalism at Northwestern University. He frequently testifies as an expert witness on matters related to media, advertising and marketing. Block is co-author of a landmark research book-Analyzing Sales Promotion. Martin and Tamara currently reside in Highland, IL. Tamara S. Block is head of Block Marketing Research and formerly taught at Medill/IMC and Michigan State University. She is co-author (with William A. Robinson) of Sales Promotion Handbook(Dartnell, 1992).

Reviews

1. Business-to-Business Research 2. Value-Based Marketing Perspective 3. Secondary Sources of Information 4. Marketing Databases 5. Analytical Techniques 6. Designing Survey Research 7. Fielding Survey Research 8. Qualitative Research Method 9. Focus Group Interviews 10. Conjoint Analysis 11. Multidimensional Scaling and Preference Mapping 12. Marketing Mix Models and Financial Returns