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The Handbook of Marketing Research: Uses, Misuses and Future Advances, co-edited by Dr. Rajiv Grover, dean of the University of Memphis' Fogelman College of Business & Economics, has received the Outstanding Academic Title Award from Choice. Dr. Marco Vriens, group research manager at Microsoft Corp., is co-editor.

Choice is the premier source for reviews of academic books, electronic media, and Internet resources of interest to those in higher education. Choice editors base their selections on the reviewer's evaluation of the work, the editor's knowledge of the field, and the reviewer's record.

In awarding Outstanding Academic Titles, the editors apply several criteria, including overall excellence in presentation and scholarship, importance relative to other literature in the field, distinction as a first treatment of a given subject in book or electronic form, and originality or uniqueness of treatment.

The Handbook of Marketing Research covers many cutting-edge techniques of data collection and analysis and provides a broad range of current ideas and applications.

“This multi-author book is a culmination of years of my effort to put marketing research back on track," said Grover, an expert in the interface of market research and market strategy. “Firms spend considerable resources conducting research that is ultimately never used. The main reason for this is that not enough thought is given to why the research is being conducted in the first place, what results might be expected, and what will be done with the results.

“Also, techniques for data gathering and data analysis have mushroomed to such an extent that their application can sometimes be suspect. It is impossible to find any one person who is an expert in all the techniques, so the need for a solid general practitioner has become exceedingly acute. This book is intended for individuals who want to become just that, whether they are suppliers or consumers of market research."

The book is published by Sage Publications.