The market research toolbox : a concise guide for beginners /
McQuarrie, Edward F,
The market research toolbox : a concise guide for beginners / [print] Edward F. McQuarrie. - second edition. - Thousand, Oaks, California : Sage Publications, (c)2006. - xvi, 205 pages ; 24 cm.
Includes bibliographies and index.
1. Nature and characteristics of market research -- Distinction 1 : marketing intelligence versus market research project -- Distinction 2 : exploratory versus confirmatory research -- Relationship of business strategy to market research -- Technological innovation and market research -- Concluding comments -- References and suggested readings -- 2. 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 -- Summary -- Do's and don'ts -- References and suggested readings -- Appendix 2A : financial planning for market research -- 3. Secondary research -- Procedure -- Examples -- Strengths and weaknesses -- Do's and don'ts -- Suggested readings -- Appendix 3A : search techniques for gathering marketing intelligence -- Summary : search strategy for secondary research -- 4. Customer visits -- Ad hoc visits for marketing intelligence -- Programmatic visits for market research -- Examples -- Cost -- Strengths and weaknesses -- Do's and don'ts -- Suggested readings -- 5. The focus group -- Procedure -- Cost factors -- Examples -- Strengths and weaknesses -- Do's and don'ts -- Suggested readings -- 6. Sampling -- Types of samples -- Probability sample or nonprobability sample? -- Why nonprobability samples? -- Qualitative research and judgment samples -- The importance of understanding the different types of samples -- 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 -- Suggested readings -- 7. Survey research -- Procedure -- Conducting the survey yourself -- Cost factors -- Examples -- Strengths and weaknesses -- Do's and don'ts -- References and suggested readings -- 8. Questionnaire design -- Procedure -- Generating content for questionnaires -- Best practices and rules to observe -- Do's and don'ts -- Suggested readings -- 9. Choice modeling via conjoint analysis -- Designing a conjoint analysis study -- Strengths and weaknesses -- Do's and don'ts -- References and suggested readings -- 10. Experimentation -- Experimentation versus conjoint analysis -- Example 1 : crafting direct mail appeals -- Commentary -- Example 2 : selecting the optimal price -- Commentary -- Example 3 : concept testing, selecting a product design -- Commentary -- Discussion -- Strengths and weaknesses -- Do's and don'ts -- References and suggested readings -- 11. Data analysis -- Procedure -- Types of data analysis in market research -- Managerial perspective on data analysis -- References and suggested readings -- 12. Combining research techniques into research strategies -- Developing new products -- Assessing customer satisfaction -- Segmenting a market -- Expanding into new markets -- Developing an advertising campaign -- Commentary.
9781412913188 9781412913195
2005006695
Marketing research--Methodology.
HF5415.M478.M375 2006
The market research toolbox : a concise guide for beginners / [print] Edward F. McQuarrie. - second edition. - Thousand, Oaks, California : Sage Publications, (c)2006. - xvi, 205 pages ; 24 cm.
Includes bibliographies and index.
1. Nature and characteristics of market research -- Distinction 1 : marketing intelligence versus market research project -- Distinction 2 : exploratory versus confirmatory research -- Relationship of business strategy to market research -- Technological innovation and market research -- Concluding comments -- References and suggested readings -- 2. 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 -- Summary -- Do's and don'ts -- References and suggested readings -- Appendix 2A : financial planning for market research -- 3. Secondary research -- Procedure -- Examples -- Strengths and weaknesses -- Do's and don'ts -- Suggested readings -- Appendix 3A : search techniques for gathering marketing intelligence -- Summary : search strategy for secondary research -- 4. Customer visits -- Ad hoc visits for marketing intelligence -- Programmatic visits for market research -- Examples -- Cost -- Strengths and weaknesses -- Do's and don'ts -- Suggested readings -- 5. The focus group -- Procedure -- Cost factors -- Examples -- Strengths and weaknesses -- Do's and don'ts -- Suggested readings -- 6. Sampling -- Types of samples -- Probability sample or nonprobability sample? -- Why nonprobability samples? -- Qualitative research and judgment samples -- The importance of understanding the different types of samples -- 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 -- Suggested readings -- 7. Survey research -- Procedure -- Conducting the survey yourself -- Cost factors -- Examples -- Strengths and weaknesses -- Do's and don'ts -- References and suggested readings -- 8. Questionnaire design -- Procedure -- Generating content for questionnaires -- Best practices and rules to observe -- Do's and don'ts -- Suggested readings -- 9. Choice modeling via conjoint analysis -- Designing a conjoint analysis study -- Strengths and weaknesses -- Do's and don'ts -- References and suggested readings -- 10. Experimentation -- Experimentation versus conjoint analysis -- Example 1 : crafting direct mail appeals -- Commentary -- Example 2 : selecting the optimal price -- Commentary -- Example 3 : concept testing, selecting a product design -- Commentary -- Discussion -- Strengths and weaknesses -- Do's and don'ts -- References and suggested readings -- 11. Data analysis -- Procedure -- Types of data analysis in market research -- Managerial perspective on data analysis -- References and suggested readings -- 12. Combining research techniques into research strategies -- Developing new products -- Assessing customer satisfaction -- Segmenting a market -- Expanding into new markets -- Developing an advertising campaign -- Commentary.
9781412913188 9781412913195
2005006695
Marketing research--Methodology.
HF5415.M478.M375 2006