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" The market research toolbox : "
Edward F. McQuarrie.
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BL
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| Record Number
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849690
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| Main Entry
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McQuarrie, Edward F.
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| Title & Author
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The market research toolbox : : a concise guide for beginners /\ Edward F. McQuarrie.
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| Edition Statement
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Fourth edition.
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| Publication Statement
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Los Angeles :: SAGE,, [2016]
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, ©2016.
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| Page. NO
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xxi, 373 pages :: illustrations ;; 23 cm
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| ISBN
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1452291586
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: 9781452291581
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Introduction. Nature and characteristics of market research ; Planning for market research -- Archival research. Secondary research ; Big data -- Qualitative research. Customer visits ; The focus group ; Interview design ; Qualitative sampling and data analysis -- Quantitative research. Survey research ; Questionnaire design ; Experimentation ; Conjoint Analysis ; Sampling for quantitative research ; Quantitative data analysis -- The big picture. Combining research techniques into research strategies ; The limits of market research.
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| Abstract
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An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.
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| Subject
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Marketing research-- Methodology.
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Marketing research-- Methodology.
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Marktforschung
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.2.M383 2016
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