The Market Research Toolbox
A Concise Guide for BeginnersBook - 2016
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 to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.
Baker & Taylor
"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 book begins by defining market research and discussing some of the various types and techniques. It then examines what objectives can be met by doing market research and the expected payoffs. This text explores market research techniques such as secondary research, customer visits, focus groups, surveys, choice modeling and experimentation. The author describes how each technique works along with its costs and uses, tips for success, when and how to use certain techniques and precautions to take while using them. The Third Edition ofThe Market Research Toolbox incorporates new material on Web surveys along with more information on data analysis and sampling theory for qualitative research. Additionally, a new closing chapter illuminates the limitations of market research to clarify when it should be employed. What's New sections have been added to every chapter and new examples are included throughout the text, along with updated suggested readings and references"--Provided by publisher.
Targeting managers and business people who are new to market research, McQuarrie takes the reader on an orientation tour. He emphasizes that he is writing primarily for decision makers, and offers a practical, concrete, and specific approach--do this, don’t do that. He notes that the book has been used successfully for many years at diverse educational levels. This updated, revised, and expanded fourth edition includes adaptations for use in the classroom. Sixteen chapters are divided into five parts: introduction; archival research; qualitative research; quantitative research; the big picture. Chapters are: nature and characteristics of market research; planning for market research; secondary research; big data; customer visits; the focus group; interview design; qualitative sampling and data analysis; survey research; questionnaire design; experimentation; conjoint analysis; sampling for quantitative research; quantitative data analysis; combining research techniques into research strategies; the limits of market research. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)