Popular in its first edition as a guide for readers to finding secondary sources, obtaining the
sources, and evaluating and integrating the information from various sources to answer …

The fully updated Third Edition of Focus Groups: Theory and Practice offers a unique blend
of focus group theory and practice in a single, easy-to-read source. It provides systematic …

Applications of cluster analysis to marketing problems are reviewed. Alternative methods of
cluster analysis are presented and evaluated in terms of recent empirical work on their …

The use of factor analysis as a method for examining the dimensional structure of data is
contrasted with its frequent misapplication as a tool for identifying clusters and segments. …

The authors examine the role of the Internet in marketing in the context of business models
that are economically viable. This examination raises questions regarding the degree to …

Traditional measures of the effectiveness of marketing communications suggest a specific
process by which marketing actions influence consumers. This article offers a broader …

Cluster analysis of questionnaire data was used to identify six distinctive external information
search patterns among purchasers of new automobiles. Two of the shopper clusters had …

… Comments regarding this manuscript should be directed to David W. Stewart, Marshall
School of Business, Office of the Deputy Dean, HOH700B, University of Southern California, Los …

In 1988, a joint conference of academics and industry professionals sponsored by the Marketing
Science Institute considered the topic, “Evaluating the Effects of Consumer Advertising …

There is discrepancy between practitioners' views of comparative advertising and null
findings by academics. However, in most studies, subjects' attention to and memory of the …