TY  - BOOK
AU  - McQuarrie,Edward F
TI  - The market research toolbox: a concise guide for beginners 
SN  - 9781412913188
AV  - HF5415.M478.M375 2006 
PY  - 2006///
CY  - Thousand, Oaks, California
PB  - Sage Publications
KW  - Marketing research
KW  - Methodology
N1  - 2; 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; 2
UR  - http://www.loc.gov/catdir/toc/ecip059/2005006695.html
UR  - http://www.loc.gov/catdir/enhancements/fy0658/2005006695-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0734/2005006695-b.html
ER  -