Research to Riches: The Secret Rules of Successful Marketing

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Summary: nationally syndicated marketing columnist and consultant
Review: "Jim Nelms has written the definitive companion for the marketing research practitioner. His 26 years of hands-on experience in every facet of the field shine brightly from the pages. The sound advice that the book delivers reflects the insight of a man who has truly "been there and done that."

Whether you're an experienced marketing research hand or merely and interested observer, "Research to Riches: The Secret Rules of Successful Marketing" is a must and welcome addition to the slim library of marketing research books you can trust."

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Summary: chairman, Ries & Ries
Review: "Finally, someone shines a spotlight on the shoddy work that often passes for marketing research. Before you commission your next study, read Jim Nelem's new book and you'll greatly improve your odds of getting the right answers."

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Summary: Great Book
Review: Great information for all marketers - will help establish goals and direction for your next research study as well as aid in interperting the results

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Summary: Business intelligence
Review: Many people believe that marketing research is a panacea that solves their problems and insulates them from failure. Others think that it's a colossal waste of money. In this book you'll learn that both points of view are wrong. Research is a tool for business intelligence, and like all tools, it is only as good as the person who wields it. As a nationally recognized research practitioner, Jim Nelem's has successfuly packaged a terrific overview of the discipline with practical advice that can guide the novice and hone the skills of experienced marketers. It's not a dry acamemic treatise, rather it's filled with humorous anecdotes that serve to entertain, as well as to illustrate a point. He begins with a brief history and definition of terms which, as an experienced marketer, I almost skipped over. I'm glad I didn't! I discovered some interesting and useful gems of information, plus it served as a reference for the ensuing discussion of the different types of research, the applications they are best suited for, and the pitfalls to be avoided. Nelems chonicles the 25 most common mistakes and tells you how to achieve the best possible outcomes.

Most important, I found useful and practical information here that is vital to properly collecting and synthesizing the right data into meaningful business intelligence. Acting on that information, businesses can create better products, enhance services, build customer loyalty and get repeat business. Oh, and by the way, it will also improve your ability to communicate your message!

This is an essential addition to any marketing and/or business library!

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Summary: managing partner, Osterman, etc. and former editor of AdWeek
Review: Research to Riches: The Secret Rules of Successful Marketing removes the smoke and mirrors from the discipline of marketing research and shows how to make it a powerful tool for any corporation wanting a true competitive edge.

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Summary: Excellent Resource for Researchers and Non-Researchers Alike
Review: This book is a great resource for any marketer - from full time research managers to those who simply conduct projects occasionally. This book does a great job explaining common research pitfalls and gives the reader a clear roadmap for conducting actionable research.

Rating:
Summary: Excellent Resource for Researchers and Non-Researchers Alike
Review: This book is a great resource for any marketer - from full time research managers to those who simply conduct projects occasionally. This book does a great job explaining common research pitfalls and gives the reader a clear roadmap for conducting actionable research.