8024.- Donna DeEulio, “Should Catalogers
Travel the EDI Highway?” Catalog Age11,
no. 2 (February 1994): 99. - John W. Verity, “Taking a Laptop on a
Call,”Business Week, October 25, 1993,
pp. 124–25. - Stannie Holt, “Sales-Force Automation
Ramps Up,” InfoWorld, March 23, 1998,
pp. 29, 38. - James A. Narus and James C. Anderson,
“Turn Your Industrial Distributors into
Partners,” Harvard Business Review,
March–April 1986, pp. 66–71. - Kevin Helliker, “Smile: That Cranky
Shopper May Be a Store Spy,” Wall Street
Journal,November 30, 1994, pp. B1, B6. - Don Peppers, “How You Can Help
Them,”Fast Company,October–Novem-
ber 1997, pp. 128–36. - See 1994 Survey of Market Research, eds.
Thomas Kinnear and Ann Root
(Chicago: American Marketing Associa-
tion, 1994). - See William R. BonDurant, “Research:
The ‘HP Way,’” Marketing Research, June
1992, pp. 28–33. - Kevin J. Clancy and Robert S. Shulman,
Marketing Myths That Are Killing Business,
(New York: McGraw-Hill, 1994), p. 58;
Phaedra Hise, “Comprehensive Com-
puServe,” Inc.,June 1994, p. 109; “Busi-
ness Bulletin: Studying the Competi-
tion,”Wall Street Journal,p. A1.5. - For a discussion of the decision-theory
approach to the value of research, see
Donald R. Lehmann, Sunil Gupta, and
Joel Steckel, Market Research(Reading,
MA: Addison-Wesley, 1997). - For an excellent annotated reference to
major secondary sources of business and
marketing data, see Gilbert A. Churchill
Jr., Marketing Research: Methodological
Foundations, 6th ed. (Fort Worth, TX:
Dryden, 1995). - Thomas L. Greenbaum, The Handbook for
Focus Group Research(New York: Lexing-
ton Books, 1993). - Sarah Schafer, “Communications: Get-
ting a Line on Customers,” Inc. Tech
(1996), p. 102; see also Alexia Parks, “On-
Line Focus Groups Reshape Market Re-
search Industry,” Marketing News, May
12, l997, p. 28. - Roger D. Blackwell, James S. Hensel,
Michael B. Phillips, and Brian Sternthal,
Laboratory Equipment for Marketing Re-
search (Dubuque, IA: Kendall/Hunt,
1970); and Wally Wood, “The Race to Re-
place Memory,” Marketing and Media De-
cisions, July 1986, pp. 166–67. See also
Gerald Zaltman, “Rethinking Market Re-
search: Putting People Back In,” Journal
Analyzing
Marketing(^132) Opportunities
of Marketing Research 34, no. 4 (No-
vember 1997): 424–37.
- Chris Serb, “If You Liked the Food, Press
1,”Hospitals and Health Networks, April
5, 1997, p. 99. - G. K. Sharman, “Sessions Challenge Sta-
tus Quo,” Marketing News, November 10,
1997, p. 18; “Prepaid Phone Cards Are
Revolutionizing Market Research Tech-
niques,”Direct Marketing, March l998, p.
12. - Selwyn Feinstein, “Computers Replacing
Interviewers for Personnel and Market-
ing Tasks,” Wall Street Journal, October 9,
1986, p. 35. - For further reading, see Joanne Lipman,
“Single-Source Ad Research Heralds De-
tailed Look at Household Habits,” Wall
Street Journal, February 16, 1988, p. 39;
Joe Schwartz, “Back to the Source,” Amer-
ican Demographics, January 1989, pp.
22–26; and Magid H. Abraham and
Leonard M. Lodish, “Getting the Most
Out of Advertising and Promotions,”
Harvard Business Review, May–June 1990,
pp. 50–60. - John D. C. Little, “Decision Support Sys-
tems for Marketing Managers,” Journal of
Marketing, Summer 1979, p. 11. - Gary L. Lilien and Arvind Rangaswamy,
Marketing Engineering: Computer-Assisted
Marketing Analysis and Planning (Reading,
MA: Addison Wesley, 1998). - John D. C. Little, “BRANDAID: A Mar-
keting Mix Model, Part I: Structure; Part
II: Implementation,” Operations Research
23 (1975): 628–73. - Leonard M. Lodish, “CALLPLAN: An In-
teractive Salesman’s Call Planning Sys-
tem,” Management Science, December
1971, pp. 25–40. - David B. Montgomery, Alvin J. Silk, and
C. E. Zaragoza, “A Multiple-Product
Sales-Force Allocation Model,” Manage-
ment Science, December 1971, pp. 3–24. - S. W. Hess and S. A. Samuels, “Experi-
ences with a Sales Districting Model: Cri-
teria and Implementation,” Management
Science, December 1971, pp. 41–54. - John D. C. Little and Leonard M. Lodish,
“A Media Planning Calculus,” Operations
Research, January–February 1969, pp.
1–35. - Magid M. Abraham and Leonard M.
Lodish, “PROMOTER: An Automated
Promotion Evaluation System,” Market-
ing Science, Spring 1987, pp. 101–23. - Raymond R. Burke, Arvind Rangaswamy,
Jerry Wind, and Jehoshua Eliashberg, “A
Knowledge-Based System for Advertising
Design,” Marketing Science 9, no. 3
(1990): 212–29. - John D. C. Little, “Cover Story: An Ex-
pert System to Find the News in Scanner