PRAISE FOR THE INSIGHTS ADVANTAGE

..". this important work will provide the CEO with a blueprint on how to compete with smarter insights."
-Thomas Harrison, chairman and CEO of Diversi ed Agency Services (DAS), an Omnicom Group Inc. division

"Data and analytics are great, but only insofar as they yield insights. If you're serious about insight-driven marketing and sales, you'll read this book and apply its lessons. It's your rst step toward decisions based on valid and unique insights about your customers."
-Thomas H. Davenport, President's Distinguished Professor, Babson College; coauthor of "Competing on Analytics and Analytics at Work"

"Marco Vriens writes with authority and personal experience on the strategic advantage of validated insights. This approach will help the bottom line for businesses and business units of all sizes."
-Christine Betts, general manager for Microsoft

"In this period of innovation anemia and marketing data overload, Marco Vriens' skillfully written book shows marketers the necessity and manner of organizing corporate business insights, which are currently all too often hidden in plain sight. Read the book, adopt the approach, and prosper."
-Simon Kooiman, CEO of Knowledge Networks

"Marco Vriens lays out a blueprint for generating business-di erentiating insights and how to pro t from those insights. This unique book should be preferred reading for business decision-makers."
-Sandra Miller, chief marketing o cer of Health Travel Technologies

"Companies are literally swimming in data, but data without insight or action is just overhead. Marco Vriens unlocks some of the mysteries of how companies can turn raw data into insight for nancial gain. The principles in this book can bring a big advantage to your company "
-Tom Markert, senior vice president of marketing for The Home Depot

"Finally, someone who possesses deep insight on insight has created a framework to help businesses extract, capture and manage insights. "The Insights Advantage" is the essential primer on business insight."
-Daryl Travis, CEO of BrandTrust

CHOICE MAGAZINE Outstanding Academic Title for 2007 "In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text. I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book." -Guldem Gokcek, JOURNAL OF MARKETING The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research. Key Features: Appeals to users as well as suppliers of marketing research: Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion. Covers many cutting-edge techniques of data collection and analysis: Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented. Provides a broad range of current ideas and applications: The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included.

The Business of Marketing Research presents readers with a highly practical approach to marketing research. The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigor. The opening chapter introduces readers to the discipline through discussion of the marketing research industry, the marketing research value chain, the strategic impact of high-quality research, and five key trends within the industry. Additional chapters walk readers through the processes of identifying and defining a business problem, reviewing existing data, collecting new data, making informed recommendations, and deploying strategic plans. Readers learn about the importance of high-quality deliverables and communication in marketing research, approaches to qualitative and quantitative study, introductory methods of analytics, and how to conduct brand and customer satisfaction research. Closing chapters address the application of neuroscience and the future of marketing research. Filling gaps in the current literature and well preparing readers for success in their profession, The Business of Marketing Research is a critical textbook for courses in marketing and marketing research. It is also an essential resource for marketing professionals.

PRAISE FOR THE INSIGHTS ADVANTAGE

..". this important work will provide the CEO with a blueprint on how to compete with smarter insights."
-Thomas Harrison, chairman and CEO of Diversi ed Agency Services (DAS), an Omnicom Group Inc. division

"Data and analytics are great, but only insofar as they yield insights. If you're serious about insight-driven marketing and sales, you'll read this book and apply its lessons. It's your rst step toward decisions based on valid and unique insights about your customers."
-Thomas H. Davenport, President's Distinguished Professor, Babson College; coauthor of "Competing on Analytics and Analytics at Work"

"Marco Vriens writes with authority and personal experience on the strategic advantage of validated insights. This approach will help the bottom line for businesses and business units of all sizes."
-Christine Betts, general manager for Microsoft

"In this period of innovation anemia and marketing data overload, Marco Vriens' skillfully written book shows marketers the necessity and manner of organizing corporate business insights, which are currently all too often hidden in plain sight. Read the book, adopt the approach, and prosper."
-Simon Kooiman, CEO of Knowledge Networks

"Marco Vriens lays out a blueprint for generating business-di erentiating insights and how to pro t from those insights. This unique book should be preferred reading for business decision-makers."
-Sandra Miller, chief marketing o cer of Health Travel Technologies

"Companies are literally swimming in data, but data without insight or action is just overhead. Marco Vriens unlocks some of the mysteries of how companies can turn raw data into insight for nancial gain. The principles in this book can bring a big advantage to your company "
-Tom Markert, senior vice president of marketing for The Home Depot

"Finally, someone who possesses deep insight on insight has created a framework to help businesses extract, capture and manage insights. "The Insights Advantage" is the essential primer on business insight."
-Daryl Travis, CEO of BrandTrust