Perceptual mapping is one of the few marketing research techniques that provides direct input into the strategic marketing planning process. It allows senior marketing planners to take a broad view of the strengths and weaknesses of their product or service offerings relative to the strengths and weaknesses of their competition.
Certification of marketing researchers has been a hotly debated topic in the research profession for the last 20 years. This admittedly biased paper addresses why we, as a profession, need certification, what it will do to improve the profession, and how we should do it. All of the pieces for a top-notch certification program for marketing researchers are currently in place.
In 1962, the year of publication of our previous book on multivariate procedures, John Tukey published a long and marvelous discussion on "the Future of Data Analysis."
You’ve decided you want to either invest in or buy a privately held company. You’ve researched the company, the market, the management team, and their products. You’ve decided to make an offer.
Survey research is used to provide greater levels of understanding in a wide variety of disputes. Issues such as consumer confusion, misleading advertising claims, disparagement, copyright infringement and trademark disputes can be better assessed as a result of developing and executing survey research. The purpose of this monograph is to aid attorneys in understanding what research standards and guidelines might be relied upon in their use of survey research.
Entrepreneurs often ask me if they should form a Board of Advisors (or “Advisory Board”). My answer is always the same: it depends.The first thing you should understand is that there is a big difference between a Board of Directors and a Board of Advisors. A Board of Directors is a legal entity with well-defined responsibilities and real authority
Your customers can help you unlock the true potential of your business. Knowledge is power, and talking to your customers can help you gain essential knowledge about your markets and competition, maintain and defend your positioning within your industry, and spot new opportunities for growth
Marketing research is a powerful tool that helps lawyers win cases. Examples: Established that a distributor did not implement "effective marketing & sales programs" as required by the contract. The unlawful termination suit was dismissed
