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Market Research Toolbox A Concise Guide for Beginners

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ISBN-10: 1452291586

ISBN-13: 9781452291581

Edition: 4th 2016

Authors: Edward F. (Francis) McQuarrie

List price: $129.00
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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…    
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Book details

List price: $129.00
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

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…