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by: James H. Myers  List Price: $44.95 Amazon.com's Price: $31.49 You Save: $13.46 (30%)Prices subject to change. Availability: Usually ships in 24 hours
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Binding: HardcoverDewey Decimal Number: 658.802 EAN: 9780877572596 Edition: 1 ISBN: 0877572593 Label: South-Western Educational Pub Manufacturer: South-Western Educational Pub Number Of Items: 1 Number Of Pages: 358 Publication Date: July 01, 1996 Publisher: South-Western Educational Pub Studio: South-Western Educational Pub Related Items:
Browse for similar items by category: Click to Display Editorial Review: Product Description: Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other marketing handbooks. Myers mediates between discussing the intricacies of segmentation and positioning techniques and showing the ways these techniques can be interpreted and used in the real world. The book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, and classification and regression trees. Other chapters deal with perceptual positioning maps-point and vector, value maps laddering techniques, and quadrant analysis. Myers uses examples to explain research analysis and provides practical information. In addition to explaining how to evaluate results, he provides caveats and explains pitfalls of each technique. Average Rating:
 Rating:  - Buy basic marketing research books before reading this.Basically, if the reader has a formal background in marketing research, or has a basic business statistics "know-how", then this book could be a refresher, or a reviewer so to speak. Otherwise, the reader could end up scratching head upon reading the chapters that discuss discriminant analysis, F Ratio, CHAID, etc. I would recommend the readers to get a basic marketing research, or Database Marketing books. It covers almost the same topics, just a lot more comprehensible. Rating:  - Practical Strategic Marketing with Applied StatisticsSegmentation and Positioning for Strategic Marketing Decisions is a hammer in the marketing analyst's belt. Not only does this effort cover marketing theories in layman's language, but it also presents practical examples then expounds upon the appropriate statistical tools. Buy a second copy for your VP of Marketing to enhance communication and to ensure job security. Rating: - Practical Strategic Marketing with Applied StatisticsSegmentation and Positioning for Strategic Marketing Decisions is a hammer in the marketing analysts belt. Not only does this effort cover marketing theories in layman's language, but it also presents practical examples then expounds upon the appropriate statistical tools. Buy a second copy for your VP of Marketing to enhance communication and to ensure job security. 
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