Book Review: Apm System for adaptive Perceptual Mapping

advertising research, forecasting, or new product research. Hence, one must conclude that Research-Based Decisions probably is not intended to compete with the marketing research texts familiar to most academic marketers because it is too general in scope, devoting very little space specifically to marketing topics. Instead, the intended audience must be students in junior colleges where a course in general business research is part of the curriculum. The text succeeds insofar as it presents research as a means of improving decision making in the business organization, but in the attempt to examine all business functions the authors sacrifice the methodological detail needed for broad instruction in marketing research for a brief glance at many business research areas. RONALD E. GOLDSMITH