The market research toolbox : a concise guide for beginners / Edward F. McQuarrie. [print]
Material type: TextPublication details: Thousand, Oaks, California : Sage Publications, (c)2006.Edition: second editionDescription: xvi, 205 pages ; 24 cmContent type:- text
- unmediated
- volume
- 9781412913188
- 9781412913195
- HF5415.M478.M375 2006
- COPYRIGHT NOT covered - Click this link to request copyright permission:
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Withdrawn | G. Allen Fleece Library WITHDRAWN | Non-fiction | HF5415.2.M383 2006 (Browse shelf(Opens below)) | 1 Not for loan | 31923001338322 |
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HF5415.M67 2008 Problems in marketing : applying key concepts and techniques / | HF5415.1.H88 2004 The feel-good society : how the "customer" metaphor is undermining American education, religion, media and healthcare / | HF5415.13.K685.M375 2019 A framework for marketing management /Philip Kotler, Kevin Lane Keller. | HF5415.2.M383 2006 The market research toolbox : a concise guide for beginners / | HF5415.2.M383 2012 The market research toolbox : a concise guide for beginners / | HF5415.5.B484 1999 Best practices in customer service / | HF5429.6.A75I577 2004 International retailing plans and strategies in Asia / |
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.
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