The Market Research Toolbox

A Concise Guide for Beginners
Third Edition
ISBN: 978-1-4129-9174-2
Verlag: SAGE Publications

Buch, Englisch, 272 Seiten, Format (B × H): 152 mm x 229 mm

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 Third Edition incorporates: - new material on Web surveys - more information on data analysis and sampling theory for qualitative research. - a new closing chapter illuminating the limitations of market research to clarify when it should be employed.

Autoren/Hrsg.

McQuarrie, Edward F.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Preface
Chapter 1. Nature and Characteristics of Market Research
Chapter 2. Planning for Market Research
Chapter 3. Secondary Research
Chapter 4. Customer Visits
Chapter 5. The Focus Group
Chapter 6. Qualitative Sampling and Data Analysis
Chapter 7. Survey Research
Chapter 8. Questionnaire Design
Chapter 9. Choice Modeling via Conjoint Analysis
Chapter 10. Experimentation
Chapter 11. Sampling for Quantitative Research
Chapter 12. Quantitative Data Analysis
Chapter 13. Combining Research Techniques Into Research Strategies
Chapter 14. The Limits of Market Research
Index
About the Author

Über Autor(innen)

McQuarrie, Edward F.
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 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.

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 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.