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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…    
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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…    

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