Market Research Toolbox A Concise Guide for Beginners

ISBN-10: 1452291586
ISBN-13: 9781452291581
Edition: 4th 2016
List price: $60.00 Buy it from $56.45
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Description: Understanding marketing research to make better business decisions  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 use  More...

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Book details

List price: $60.00
Edition: 4th
Copyright year: 2016
Publisher: SAGE Publications, Incorporated
Publication date: 5/8/2015
Binding: Paperback
Pages: 400
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.430
Language: English

Understanding marketing research to make better business decisions  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 use market research to make more strategic business decisions. A comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in the dynamic and rapidly changing business atmosphere. Based on real-world experience, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches for readers who don't have the time or resources to make the translation from mass markets, simple products, and stable technologies to their own rather different situation. Readers will gain the background context and questions needed to be asked before their research, as well as develop strategies for sorting through the enormous amount of specialized material on market research.

Edward F. McQuarrie is Professor in the Department of Marketing, Leavey School of Business, Santa Clara University.nbsp; He received his Ph.D. in social psychology from the University of Cincinnati in 1985. nbsp; 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.nbsp; 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 . nbsp;He serves on the Editorial Board of the Journal of Consumer Research .nbsp;nbsp; He is currently Associate Dean for Assessment & Improvement at the Leavey School, responsible for the assessment of learning outcomes and the evaluation of teaching.nbsp; He was Associate Dean for Graduate Studies 1996-2000, responsible for the MBA and Executive MBA programs. nbsp; 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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