The Market Research Toolbox: A Concise Guide for Beginners

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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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Editorial Reviews

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: 9780803958562
  • Publisher: SAGE Publications
  • Publication date: 2/21/1996
  • Pages: 176
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.56 (d)

Meet the Author

Edward F. McQuarrie 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 McQuarrie 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

1 Nature and characteristics of market research 3
2 Planning for market research 19
3 Secondary research 53
4 Customer visits 69
5 The focus group 83
6 Sampling 93
7 Survey research 115
8 Questionnaire design 137
9 Choice modeling via conjoint analysis 155
10 Experimentation 165
11 Data analysis 183
12 Combining research techniques into research strategies 191
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