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Market Research Toolbox A Concise Guide for Beginners

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ISBN-10: 1412913195

ISBN-13: 9781412913195

Edition: 2nd 2006 (Revised)

Authors: Edward F. McQuarrie

List price: $55.95
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Description:

If you want to conduct market research, but feel you have little experience in doing so, we have the ideal updated and revised resource for you! Written in an engaging and active style, the Second Edit ion of The Market Research Toolbox: A Concise Guide for Beginners 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 techniques. It then goes on to examine what objectives can be met by doing market research and the expected payoffs.   The Market Research Toolbox examines six traditional market research techniques: •  secondary research                                     customer visits focus groups                                                 surveys choice modeling                                           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.   New to the Second Edition : Includes new chapters on questionnaire design, sampling procedures, and data analysis to ease students into developing their own market research  Expands the discussion of how to determine needed market research via analysis of the underlying decision problem Contains updated suggestions for additional reading to provide students with the most up-to-date resources on market research  Provides an Instructors Resource CD containing PowerPoint slides, case questions, teaching notes, and a sample syllabus The Market Research Toolbox is a valuable textbook for a variety of advanced undergraduate and graduate business courses such as Marketing Research, Marketing Management, Customer Service, Industrial Marketing, Sales Management, Consumer Behavior, and Product Development. It will also be of particular interest to product managers, research & development managers, program managers, engineers, quality professionals, and executives responsible for developing business strategies.   
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Book details

List price: $55.95
Edition: 2nd
Copyright year: 2006
Publisher: SAGE Publications, Incorporated
Publication date: 6/15/2005
Binding: Paperback
Pages: 224
Size: 6.25" wide x 9.25" long x 0.50" tall
Weight: 0.682
Language: English

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.

Nature of Market Research
Planning for Market Research
Secondary Research
Customer Visits
The Focus Group
Survey Research
Choice Modeling
Experimentation
New Market Research Techniques
Combining Research Techniques into Strategies