The New Marketing Research Systems: How to Use Strategic Database Information for Better Marketing Decisions / Edition 1

David Curry is the first author to capture the essence of the new marketing research. The research systems he describes are based on technology that permits the collection, storage, and use of disaggregate data. In contrast to standard methods, these new systems are based on observations, not surveys; they produce dynamic results in real time, not static project reports; and they identify business opportunities, rather than simply reduce business risks. Single-source, geodemographic, and micro-merchandising systems are forging market data from scanners and other electronic sources into tools that solve, in powerful new ways, conventional marketing problems in strategic focus, communications mix, and activity timing. But, until now, packaged goods marketers and retailers, direct marketers, advertising agency professionals, and market researchers had no all-inclusive reference to these critical developments in marketing decision making. Dr. Curry's book provides extensive coverage of marketing topics critical for success in today's fast-paced business environment. You'll find complete coverage of ten years of UPC scanner, single-source, and geodemographic technology, concepts and procedures you won't find in any other book; critical evaluations of existing systems from the U.S. and Europe and a wide variety of databases and reports from commercial vendors, including A.C. Nielsen, Information Resources Inc., Equifax, and CACI Federal; practical guidelines for how to harness new decision-making techniques to solve essential problems, such as where to advertise, where to locate, what media to employ, and on which region to focus; and well-documented analyses and prognostications on future developments in market research. With this book as their field manual, today's under-fire marketers no longer have to battle the sheer volume and detail of electronic database information with inadequate tactical and strategic support.