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The market research toolbox : a concise guide for beginners

Author: Edward F McQuarrie
Publisher: Thousand Oaks, Calif. : Sage Publications, ©2012.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:
"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.  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Edward F McQuarrie
ISBN: 9781412991735 1412991730 9781412991742 1412991749
OCLC Number: 743040677
Notes: Machine generated contents note: PrefaceChapter 1. Nature and Characteristics of Market ResearchChapter 2. Planning for Market ResearchChapter 3. Secondary ResearchChapter 4. Customer VisitsChapter 5. The Focus GroupChapter 6. Qualitative Sampling and Data AnalysisChapter 7. Survey ResearchChapter 8. Questionnaire DesignChapter 9. Choice Modeling via Conjoint AnalysisChapter 10. ExperimentationChapter 11. Sampling for Quantitative ResearchChapter 12. Quantitative Data AnalysisChapter 13. Combining Research Techniques Into Research StrategiesChapter 14. The Limits of Market Research.
Description: xviii, 253 pages : illustrations ; 23 cm
Contents: Nature and characteristics of market research : How many kinds of market research? ; Research techniques --
Planning for market research : Decision problem to research question ; Types of decision problems: the decision cycle ; Matching tools to decisions ; Effective application of research tools ; Dos and don'ts ; Appendix : Financial planning for market research --
Secondary research : Procedure ; Examples ; What's new? Strengths and weaknesses ; Dos and don'ts ; Appendix : Search techniques for gathering marketing information ; Summary: Search strategy for secondary research --
4. Customer visits : Programmatic customer visits for market research ; Examples ; Cost ; Strengths and weaknesses ; What's new? ; Dos and don'ts --
5. The focus group : Applications ; Comparison to customer visits ; Procedure ; Cost factors ; Examples ; What's new? ; Strengths and weaknesses ; Dos and don'ts --
Qualitative sampling and data analysis : Why sampling? ; Projection from N = 1 ; Projections from qualitative samples of N [</=] 32 ; Binomial inferences ; Implementing qualitative samples ; Qualitative vs. quantitative sampling: an integration ; Qualitative data analysis --
Survey research : Procedure ; Conducting the survey yourself ; Cost factors ; Applications ; What's new? ; Strengths and weaknesses ; Dos and don'ts --
Questionnaire design : Procedure ; Generating content for questionnaires ; Best practices and rules to observe ; Dos and don'ts --
Choice modeling via conjoint analysis : Designing a conjoint analysis study ; What's new? ; Strengths and weaknesses ; Dos and don'ts --
Experimentation : Experimentation versus conjoint analysis ; Example 1. Crafting direct marketing appeals ; Commentary on direct marketing example ; Example 2. Selecting the optimal price ; Commentary on pricing example ; General discussion ; What's new? ; Strengths and weaknesses ; Dos and don'ts --
Sampling for quantitative research : Types of samples ; The terrible beauty of probability samples ; How to draw a probability sample ; Estimating the required sample size ; Formula for computing sample size ; Estimating the variance for a proportion ; Estimating the variance for a mean value ; Sampling reminders and caveats --
Quantitative data analysis : Procedures ; Types of data analysis in market research ; Managerial perspective on data analysis --
Combining research techniques into research strategies : Developing new products ; Assessing customer satisfaction ; Segmenting a market ; Expanding into new markets ; Developing an advertising campaign ; Commentary --
The limits of market research : Identifying boundary conditions ; Formulating boundary conditions ; When quantitative market research can't be done ; What qualitative research can do ; Summary and conclusion.
Responsibility: Edward F. McQuarrie.

Abstract:

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  Read more...
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