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"If you are thinking of conducting market research but you don't know where to start, try The Market Research Toolbox - the ideal resource for the professional new to marketing. Written in an engaging and active style, this book describes how to think of market research in the context of making a business decision. It begins by defining market research and discussing some of the various types and techniques and then examines what objectives can be met by doing market research and the expected payoffs. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modeling, and 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. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy."--BOOK JACKET.
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Previews available in: English
Subjects
Methodology, Marketing research, Marketing, Recherche, MéthodologieShowing 3 featured editions. View all 3 editions?
Edition | Availability |
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1
The Market Research Toolbox: A Concise Guide for Beginners Second Edition
June 15, 2005, Sage Publications, Inc
Paperback
in English
- Second Edition edition
1412913195 9781412913195
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2
The Market Research Toolbox: A Concise Guide for Beginners
June 21, 2005, Sage Publications, Inc
Hardcover
in English
- Second Edition edition
1412913187 9781412913188
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3
The market research toolbox: a concise guide for beginners
1996, Sage Publications
in English
0803958560 9780803958562
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Includes bibliographical references and index.
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September 11, 2024 | Edited by MARC Bot | import existing book |
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