Market Research Toolbox / Edition 2

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Overview

If you want to conduct market research, but feel you have little experience in doing so, we have the ideal updated and revised resource for you! Written in an engaging and active style, the Second Edition of The Market Research Toolbox: A Concise Guide for Beginners describes how to think of market research in the context of making a business decision. The book begins by defining market research and discussing some of the various techniques. It then goes on to examine what objectives can be met by doing market research and the expected payoffs.

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Editorial Reviews

Choice Magazine
"Mc Quarrie presents an overview of market research for a manager and others who seek an understanding of the subject. . . .The choice of tools reflects current trends and includes business-to-business as well as consumer applications. The presentation is comprehensive, concise, and nontechnical. "— W.C. Struning
CHOICE - W.C. Struning
"Mc Quarrie presents an overview of market research for a manager and others who seek an understanding of the subject. . . .The choice of tools reflects current trends and includes business-to-business as well as consumer applications. The presentation is comprehensive, concise, and nontechnical."
Booknews
A resource for novice marketing professionals, defining marketing research of various types, and examining the goals and techniques associated with six traditional market research methods. Also discusses nontraditional market research, and shows how to combine individual market research techniques into a research strategy. Paper edition (unseen), $18.95. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781412913195
  • Publisher: SAGE Publications
  • Publication date: 6/15/2005
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 222
  • Product dimensions: 7.50 (w) x 9.25 (h) x 0.47 (d)

Meet the Author

Edward F. Mc Quarrie is Professor in the Department of Marketing, Leavey School of Business, Santa Clara University. He received his Ph.D. in social psychology from the University of Cincinnati in 1985. His research interests include customer value, qualitative research, and market research appropriate to technology products, on the one hand, and advertising research, rhetoric and semiotics on the other. He has also written the book, Customer Visits: Building a Better Market Focus, and published articles in the Journal of Consumer Research, Journal of Product Innovation Management, Marketing Management, Marketing Research, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Advertising. He serves on the Editorial Board of the Journal of Consumer Research.

He is currently Associate Dean for Assessment & Improvement at the Leavey School, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies 1996-2000, responsible for the MBA and Executive MBA programs. Professor Mc Quarrie has moderated focus groups since 1980, for Burke Marketing Research among others.

He has consulted for a variety of technology firms, and has taught seminars on Effective Customer Visits, Managing Focus Group Research, Marketing Research Methods, and similar topics for Hewlett Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients.

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Table of Contents

Author bio
Preface
Plan of the book
Who should read this book?
1. Nature and Characteristics of Market Research
Distinction #1: exploratory vs. confirmatory research
Distinction #2: marketing intelligence vs. market research
Relationship of business strategy to market research
Technological innovation and market research
Concluding comments
Suggested reading
2. Planning for Market Research
Decision problem to research question
Types of decision problem: the decision cycle
Matching tools to decisions
Effective application of research tools
Summary
Dos and Don'ts
Suggested reading
2A. Financial justification for market research
Part II
3. Secondary Research
Procedure
Steps to be taken by the firm
Steps to be taken for ongoing market intelligence gathering
Examples
Strengths and Weaknesses
Dos and Don'ts
Suggested reading
3A: Search strategies for gathering marketing intelligence
4. Customer visits
Ad hoc visits for marketing intelligence
Programmatic visits for market research
Examples
Cost
Strengths and Weaknesses
Dos and Don'ts
Suggested reading
5. The focus group
Procedure
Cost factors
Examples
Strengths and Weaknesses
Dos and Don'ts
Suggested reading
6. Sampling
Types of samples
Probability sample or non-probability sample?
Why non-probability samples?
Qualitative research and judgment samples
The importance of understanding different types of samples
Estimating the required sample size
Formula for computing sample size
Estimating the variance for a proportion variance variance
Sampling reminders and caveats
Suggested reading
7. Survey research
Procedure
Conducting the survey yourself
Cost factors
Examples
Strengths and Weaknesses
Dos and Don'ts
Suggested reading
8. Questionnaire design
Procedure
Generating content for questionnaires
Best practices and rules to observe
The questionnaire as a whole
Question phrasing
Answer categories
Suggested reading
9. Choice modeling via conjoint analysis
Designing a conjoint analysis study
Strengths and Weaknesses
Dos and Don'ts
Suggested reading
10. Experimentation
Example #1: crafting direct mail appeals
Example #2: selecting the optimal price
Example #3: selecting a product design
Commentary
Strengths and Weaknesses
Dos and Don'ts
Suggested reading
11. Data analysis
Procedure
Types of data analysis in market research
Managerial perspective on data analysis
Suggested readings
Suggested readings
Part III
12. Combining Research Techniques into Research Strategies
Developing new products
Assessing customer satisfaction
Segmenting a market
Expanding into a market
Developing an advertising campaign

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