The Market Research Toolbox: A Concise Guide for Beginners

The Market Research Toolbox: A Concise Guide for Beginners

by Edward F. (Francis) McQuarrie
     
 

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ISBN-10: 0803958560

ISBN-13: 9780803958562

Pub. Date: 02/21/1996

Publisher: SAGE Publications

Writing for undergraduate students and general readers still reeling from their initial inspiration about the Next Big Thing, McQuarrie (marketing, Santa Clara U.) concentrates on the practical as he works through the various processes of creating, developing and assessing market research, including relating business strategies to research, making allowances for

Overview

Writing for undergraduate students and general readers still reeling from their initial inspiration about the Next Big Thing, McQuarrie (marketing, Santa Clara U.) concentrates on the practical as he works through the various processes of creating, developing and assessing market research, including relating business strategies to research, making allowances for technical advances, planning research using the need to make a decision as the basis, applying research tools, conducting such secondary research as customer visits and focus groups, sampling, surveying, choice modeling, experimenting, and analyzing data. He closes with ideas about how to use the resulting information in various ways to support business strategies. One of the most useful sections in each chapter is a quick reference about what to do and what not to do when conducting research or analyzing data. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780803958562
Publisher:
SAGE Publications
Publication date:
02/21/1996
Pages:
176
Product dimensions:
6.00(w) x 9.00(h) x 0.56(d)

Table of Contents

PART ONE
Nature of Market Research
Planning for Market Research
PART TWO
Secondary Research
Customer Visits
The Focus Group
Survey Research
Choice Modeling
Experimentation
PART THREE
New Market Research Techniques
Combining Research Techniques into Strategies

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