The Market Research Toolbox: A Concise Guide for Beginners

The Market Research Toolbox: A Concise Guide for Beginners

by Edward F. (Francis) McQuarrie
     
 

ISBN-10: 0803958560

ISBN-13: 9780803958562

Pub. Date: 02/21/1996

Publisher: SAGE Publications

If you are thinking of conducting market research but you don't know where to start, try The Market Research Toolbox - the ideal resource for the professional new to marketing. Written in an engaging and active style, this book describes how to think of market research in the context of making a business decision. It begins by defining market research and discussing…  See more details below

Overview

If you are thinking of conducting market research but you don't know where to start, try The Market Research Toolbox - the ideal resource for the professional new to marketing. Written in an engaging and active style, this book describes how to think of market research in the context of making a business decision. It begins by defining market research and discussing some of the various types and techniques and then examines what objectives can be met by doing market research and the expected payoffs. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modeling, and experimentation. Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as precautions to take while using them. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy.

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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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