In the 33 years since the first edition on this book was published, marketing research has grown tremendously. There has been a continued growth in the sophistication of the statistical methods used, focus group interviews and other relatively unstructured techniques have had aresurgence, psychographic methods in market segmentation studies have grown more popular, and simulated sales models are now being used in new product development work. On the other hand, personal interviews in the home, long the backbone of marketing research, are rapidly disappearing from the scene as more and more they are replaced by telephone and shopping center surveys.