Praise for Not Just Numbers
"I highly recommend Larry Gibson's Not Just Numbers
to marketing and marketing research managers. In it, Larry presents a uniquely practical and more scientific view of marketing research. Using cases from his own broad experience, he shows how this way of using research can help marketers solve their problems, realize their opportunities, and increase their profit potential."
Chuck Chakrapani, Ph.D., President, Leger Analytics, Distinguished Visiting Professor, Ted Rogers School of Management
"Larry is a critical and visionary thinker extraordinaire with passionately held views about the way marketing research is defined and practiced and its unrealized potential. This book will articulate a needed viewpoint developed and honed over a long and successful career in the trenches. He doesn't shy away from controversy. This book will be provocative and will make an important contribution."
William Etter, Ph.D., Director, Customer Loyalty and Equity, Research International
"Larry Gibson's superior intellect and knowledge of consumer behavior were instrumental in making critical insights that led to successful marketing campaigns."
Steve Rothschild, Former Executive Vice President, General Mills
"Early in his long and storied career, Larry recognized marketing research was falling far short of its potential. Underutilized by marketing managers and misdefined by marketing textbooks, research often focused on the wrong activity at the wrong time in the decision process. In this book he describes an approach to research he has used successfully that is both intellectually appealing and intuitively sound. It should be required reading for marketing managers and marketing researchers."
Michael J. Etzel, Ph.D., Emeritus Professor of Marketing, University of Notre Dame