on 19 August 1999
This book was not what I expected at all, I was looking forward to hard definitive answers as to why consumers buy products. What I recieved was theory relative to doing research to find those answers. Mr. Marder lost me numerous times with his explanations of how to do the research and his graphs. I felt the book was more suited as a classroom text book, rather than for your average reading. While I respect his knowledge, work and experience as a researcher this book left me with the feeling that it was nothing more than an endorsment for the services he porvides in his business.