Question

Topic: Research/Metrics

Any Book Recos On Quantitative Research?

Posted by ipawlowski on 7/8/2009 at 5:24 PM ET 100 Points
Can you recommend good, simple to follow books that tackle quantitative research and ROI measurement?

Should be a professional book targeting marketers, but simple to read.

Thanks.
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  • Posted on 7/8/2009 at 7:09 PM Moderator
    Actually, there's a How-To Guide here on the MarketingProfs site with a pretty comprehensive guide to both qualitative and quantitative market research. It was prepared to support a seminar a couple years ago.

    Try this link: Do-It-Yourself Market Research

    Seminar and how-to guide got great reviews. Here's just one of them:

    "Very complete coverage of the marketing research topic, particularly focused on low-budget small to mid-sized businesses. Professionally prepared, well articulated, and easily understood. Terrific handouts. Very much worth the time and expense."
  • Posted by koen.h.pauwels on 7/9/2009 at 2:28 AM Accepted
    Hi Inbal,

    I sympathize, as I had the same question when selecting a book for my Return on Marketing Investment MBA class...my answer was that I liked several but that the 'ultimate' book on the matter still needs to be written.

    The books I like:
    'Return on Marketing Investment' by Guy Powell, 2002, is short and simple to read

    “Marketing by the Dashboard Light” by Patrick LaPointe, 2005 offers an excellent guide dealing with the many complexities in the area of ROI measurement and marketing dashboards

    “Marketing and the Bottom Line” by Tim Ambler, Second Edition, 2003,encourages you to think about tough choices in marketing performance measurement

    good luck, and do let me know what you think!
  • Posted by koen.h.pauwels on 7/9/2009 at 2:30 AM Accepted
    As for quantitative research, I typically use:

    “Market Response Models: Econometric and Time Series Analysis”, Second Edition, by Dominique M. Hanssens, Leonard J. Parsons and Randall L. Schultz, 2001

    It is written for 'thoughtful managers' and provides plenty of excellent applications, but does go deep in the modeling options
  • Posted by Dawson on 7/9/2009 at 5:09 AM Accepted
    "Marketing and the Bottom Line" by Tim Ambler is a good place to start.

    Also, i'd strongly recommend "Marketing Payback" by Robert Shaw if you want to start with the basics before getting into econometrics.

    Both are accessible and well written.
  • Posted by ipawlowski on 7/9/2009 at 10:00 AM Author
    mgoodman:

    Thanks for your suggestion.
    I looked at that guide and while it's great for someone starting their own business who doesn't have much marketing experience, it's not what I'm looking for.

    I am a Sr. Planner. I'm looking to tackle difficult research problems such as building a quantifiable standardized ROE measurement for experiential marketing campaigns. I need something aimed at helping professional marketers and researchers build tools for their companies.
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