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: 0803958579

ISBN-13: 9780803958579

Pub. Date: 01/28/1996

Publisher: SAGE Publications

An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox 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 types and techniques. It then examines what objectives can

Overview

An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox 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 types and techniques. It 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 modelling and experimentation. The author describes how each technique works along with its costs and uses, tips for success, when and how to use certain techniques and precautions.

Product Details

ISBN-13:
9780803958579
Publisher:
SAGE Publications
Publication date:
01/28/1996
Edition description:
Older Edition
Pages:
176
Product dimensions:
6.00(w) x 9.00(h) x 0.47(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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