Author Description

Product Description Cartoons, photographs, and sample questionaires are incorporated in a guide to procedures that nonprofessionals can implement to check the expected profitability of marketing, sales, and product decisions From Library Journal In this updated edition of a book first published in 1977, the business professional is again treated to the methodology that can be employed for enjoying successful marketing research without hiring a consulting firm to do it. The authors examine the latest techniques for gathering information, defining problems, formulating surveys, and documenting findings. Even though those reading this work do their own studies, the authors still include a section on using outside help. Advice onup-to-date information systems such as databases, government documents, and libraries/information brokers, is very current. Timely and informative treatment of this important subject, presented in easy-to-grasp terms, spiced with witty and helpful illustrations.- Steven J. Mayover, Free Lib. of PhiladelphiaCopyright 1989 Reed Business Information, Inc.