© 2000 John Petroff
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© 2000 John Petroff |
Recommended reading and selected references
Adler, Lee, "Phasing Research into the Marketing Plan", Harvard Business Review, 38, May-June 1960, pages 113-122.
Blattberg, Robert C., "The Design of Advertising Experiments: Using Statistical Decision Theory", Journal of Marketing Research 16, Spring 1979, pages 191-202.
Branch, B., "Corporate Objectives and Market Performance", Financial Management, Summer 1973, pages 24-29.
Bunn, Derek W., "The Synthesis of Predictive Models in Marketing Research", Journal of Marketing Research 16, May 1979, pages 280-283.
Butler, William, Jr. And Robert A. Kavesh, editors, "How Business Economists Forecast", Prentice-Hall, Englewood Cliffs, NJ, 1966.
Butler, William, Jr. And Robert A. Kavesh, editors, "Methods and Techniques of Business Forecasting", Prentice-Hall, Englewood Cliffs, NJ, 1976.
Churchill, Gilbert A., "Marketing Research: Methodological Foudations", 2nd ed., Dryden Press, Hinsdall, Ill, 1979.
Crawford, C. Merle, "Sales Forecasting: Methods of Selected Firms", University of Illinois Press, Bureau of Economic and Business Research, Urban, Ill, 1955.
Crawford, C. Merle, "Marketing Research and the New Product Failure Rate", Journal of Marketing 41, April 1977, pages 51-61.
Day, G., "Diagnosing, the Product Protfolio", Journal of Marketing, April 1977. pages 29-39.
Dodle, Walter, Richard Staelin and Tsu Yao, "Estimating Response Rates for Different Market Segments from Questionnaire Data", Journal of Marketing Research 17, May 1980, pages 145-252.
Erdos, Paul, "Professional Mail Surveys", McGraw-Hill, New York, 1971.
Ferber, Robert, William J. Hawkes and Manuel D. Plotkin, "How Reliable Are Ntional Retail Sales Estimates", Journal of Marketing 40, October 1976, pages 13-22.
Goodman, Oscar R., "Sales Forecasting", University of Wisconsin Press, Madison, 1954.
Gross, Charles W. and Thomas W. Knowles, "How to Cope with Realities Or Why Forecasts Go Awry", The Journal of Business Forecasting: Methods and Systems 1, Spring 1982. Pages 6-10.
Gross, Charles W. and Robin T. Peterson, "Business Forecasting", 2nd ed., Houghton Mifflin Co., Boston, 1983.
Hedley, B., "Strategy and the Business Portfolio", Long-Range Planning, February 1977, pages 9-15.
Makridokis, Spyros and Steven Wheelwright, " Forecasting Issues and Challenges for Marketing Management", Journal of Marketing 41, October 1977, pages 31-32.
Mendeshall, W.L. Ott and R. Sheaffer, "Elementary Survey Sampling", Wadsworth, Belmont, CA, 1971.
Shouksmith, G., "Assessment Through Interviewing", Pergamon Press, New York, 1978.
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