The market research toolbox : a concise guide for beginners / Edward F. McQuarrie. [print]
Material type:
TextPublication details: Los Angeles, California : SAGE, (c)2016.Edition: Fourth editionDescription: xxi, 373 pages : illustrations ; 23 cmContent type: - text
- unmediated
- volume
- 9781452291581
- HF5415.M478.M375 2016
- COPYRIGHT: covered - CIU has obtained rights for you to copy and share this title in electronic or print format with students, faculty, and staff.
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G. Allen Fleece Library CIRCULATING COLLECTION | Non-fiction | HF5415.2.M378.M375 2016 (Browse shelf(Opens below)) | Available | 31923002085062 |
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| HF5415.2.M289 2011 Legends in marketing. Naresh K. Malhotra / | HF5415.2.M289 2011 Legends in marketing. Naresh K. Malhotra / | HF5415.2.M289 2011 Legends in marketing. Naresh K. Malhotra / | HF5415.2.M378.M375 2016 The market research toolbox : a concise guide for beginners / | HF5415.2.M383 2012 The market research toolbox : a concise guide for beginners / | HF5415.3.T143.P733 2020 A Practical Guide to Design and Validation of Questionnaires / by Saeed Talebi, Mohammad Seif, Sareh Nematolahi. | HF5415.5.D875.D683 2005 Double your contacts : what every network marketer needs to know about making contacts and booking appointments / |
PART 1 -- INTRODUCTION.
Nature and characteristics of market research -- Planning for market research --
PART 2 -- ARCHIVAL RESEARCH.
Secondary research -- Big data --
PART 3: -- QUALITATIVE RESEARCH.
Customer visits -- The focus group -- Interview design -- Qualitative sampling and data analysis --
PART 4 -- QUANTITATIVE RESEARCH.
Survey research -- Questionnaire design -- Experimentation -- Conjoint Analysis -- Sampling for quantitative research -- Quantitative data analysis --
PART 5 -- THE BIG PICTURE.
Combining research techniques into research strategies -- The limits of market research.
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.
COPYRIGHT: covered - CIU has obtained rights for you to copy and share this title in electronic or print format with students, faculty, and staff.
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