Marketing Research Project Manual

Rating:
Summary: Cookbook for Marketing Research
Review: Glen Jarboe's The Marketing Research Project Manual, 4th edition, is outstanding for its step-by-step presentation. The manual is convenient to marketing research students for its tear sheets and valuable tips on doing a research project. It is like a cookbook for marketing research. The steps and forms are easy to follow and prove to be very beneficial, as a college student. Presenting one company, Tri-County Electric Corporation, and following through with small exercises is a beneficial in gaining real-world knowledge of research design and procedures. Jarboe did an excellent job in gathering all the data sets and analysis to produce a well-composed manual.

Rating:
Summary: Not that great if you are looking for concise information
Review: I was surprised to find that this is almost a guidebook for university professors, rather than an information-packed how-to guide. There is more information on how to run the class than there is on how to execute meaningful market research. I regret spending the $$ on this particular book.

Rating:
Summary: Useful for high end users.
Review: This is a valuable book for those more complex research and survey problems and thinking your way towards a solution.

It assumes a reasonable existing skill and you can make the most out of it by having those skills already.

It is not ready made answers, rather more useful hints and ideas that you can use to sort things out yourself.