000			04642cam a22004334i 4500
001			ocm58451771
003			OCoLC
005			20240726102135.0
008			050308s2006 cau b 001 0 eng
010			_a2005006695
020			_a9781412913188
020			_a9781412913195
040			_aDLC _beng _erda _cDLC _dYDX _dBAKER _dIBS _dCLE _dIXA _dIG# _dBTCTA _dYDXCP _dCRH _dSBI
042			_apcc
049			_aSBIM
050	0	4	_aHF5415.M478.M375 2006
100	1		_aMcQuarrie, Edward F, _e1
245	1	4	_aThe market research toolbox : _ba concise guide for beginners / _cEdward F. McQuarrie. _hPR
250			_asecond edition.
260			_aThousand, Oaks, California : _bSage Publications, _c(c)2006.
300			_axvi, 205 pages ; _c24 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_a2
505	0	0	_a1. Nature and characteristics of market research -- _tDistinction 1 : marketing intelligence versus market research project -- _tDistinction 2 : exploratory versus confirmatory research -- _tRelationship of business strategy to market research -- _tTechnological innovation and market research -- _tConcluding comments -- _tReferences and suggested readings -- _t2. Planning for market research -- _tDecision problem to research question -- _tTypes of decision problems : the decision cycle -- _tMatching tools to decisions -- _tEffective application of research tools -- _tSummary -- _tDo's and don'ts -- _tReferences and suggested readings -- _tAppendix 2A : financial planning for market research -- _t3. Secondary research -- _tProcedure -- _tExamples -- _tStrengths and weaknesses -- _tDo's and don'ts -- _tSuggested readings -- _tAppendix 3A : search techniques for gathering marketing intelligence -- _tSummary : search strategy for secondary research --
505	0	0	_a4. Customer visits -- _tAd hoc visits for marketing intelligence -- _tProgrammatic visits for market research -- _tExamples -- _tCost -- _tStrengths and weaknesses -- _tDo's and don'ts -- _tSuggested readings -- _t5. The focus group -- _tProcedure -- _tCost factors -- _tExamples -- _tStrengths and weaknesses -- _tDo's and don'ts -- _tSuggested readings -- _t6. Sampling -- _tTypes of samples -- _tProbability sample or nonprobability sample? -- Why nonprobability samples? -- Qualitative research and judgment samples -- _tThe importance of understanding the different types of samples -- _tEstimating the required sample size -- _tFormula for computing sample size -- _tEstimating the variance for a proportion -- _tEstimating the variance for a mean value -- _tSampling reminders and caveats -- _tSuggested readings -- _t7. Survey research -- _tProcedure -- _tConducting the survey yourself -- _tCost factors -- _tExamples -- _tStrengths and weaknesses -- _tDo's and don'ts -- _tReferences and suggested readings -- _t8. Questionnaire design -- _tProcedure -- _tGenerating content for questionnaires -- _tBest practices and rules to observe -- _tDo's and don'ts -- _tSuggested readings --
505	0	0	_a9. Choice modeling via conjoint analysis -- _tDesigning a conjoint analysis study -- _tStrengths and weaknesses -- _tDo's and don'ts -- _tReferences and suggested readings -- _t10. Experimentation -- _tExperimentation versus conjoint analysis -- _tExample 1 : crafting direct mail appeals -- _tCommentary -- _tExample 2 : selecting the optimal price -- _tCommentary -- _tExample 3 : concept testing, selecting a product design -- _tCommentary -- _tDiscussion -- _tStrengths and weaknesses -- _tDo's and don'ts -- _tReferences and suggested readings -- _t11. Data analysis -- _tProcedure -- _tTypes of data analysis in market research -- _tManagerial perspective on data analysis -- _tReferences and suggested readings -- _t12. Combining research techniques into research strategies -- _tDeveloping new products -- _tAssessing customer satisfaction -- _tSegmenting a market -- _tExpanding into new markets -- _tDeveloping an advertising campaign -- _tCommentary.
530			_a2
650		0	_aMarketing research _xMethodology.
856	4	1	_zTable of contents only _uhttp://www.loc.gov/catdir/toc/ecip059/2005006695.html
856	4	2	_zPublisher description _uhttp://www.loc.gov/catdir/enhancements/fy0658/2005006695-d.html
856	4	2	_zContributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0734/2005006695-b.html
907			_a.b14948576 _b08-08-13 _c01-24-08
942			_cBK _hHF _m2006
998			_a(2)cim _aswg _b01-05-10 _cm _da _e- _feng _gcau _h4
994			_aC0 _bSBI
945			_g1 _i31923001338322 _j2 _lcimc _n"repair" status after fire _o- _p0.00 _q- _r- _s- -- _t61 _u0 _v0 _w0 _x0 _y.i18496751 _z01-05-10
999			_c36813 _d36813
902			_a1 _bCynthia Snell _c1 _dCynthia Snell