The Market Research Toolbox: A Concise Guide For Beginners - Brossura

McQuarrie, Edward F.

Brossura

ISBN 10: 1412913195 ISBN 13: 9781412913195

Casa editrice: Sage Pubns, 2005

Riassunto

If you want to conduct market research, but feel you have little experience in doing so, we have the ideal updated and revised resource for you! Written in an engaging and active style, the Second Edition of The Market Research Toolbox: A Concise Guide for Beginners describes how to think of market research in the context of making a business decision. The book begins by defining market research and discussing some of the various techniques. It then goes on to examine what objectives can be met by doing market research and the expected payoffs.  

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Recensione

"McQuarrie presents an overview of market research for a manager and others who seek an understanding of the subject. . . .The choice of tools reflects current trends and includes business-to-business as well as consumer applications. The presentation is comprehensive, concise, and nontechnical." (W.C. Struning CHOICE 2005-12-01)

L'autore

Edward F. McQuarrie is Professor in the Department of Marketing, Leavey School of Business, Santa Clara University.  He received his Ph.D. in social psychology from the University of Cincinnati in 1985.   His research interests include customer value, qualitative research, and market research appropriate to technology products, on the one hand, and advertising research, rhetoric and semiotics on the other.  He has also written the book, Customer Visits: Building a Better Market Focus, and published articles in the Journal of Consumer Research, Journal of Product Innovation Management, Marketing Management, Marketing Research, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Advertising.  He serves on the Editorial Board of the Journal of Consumer Research.   He is currently Associate Dean for Assessment & Improvement at the Leavey School, responsible for the assessment of learning outcomes and the evaluation of teaching.  He was Associate Dean for Graduate Studies 1996-2000, responsible for the MBA and Executive MBA programs.   Professor McQuarrie has moderated focus groups since 1980, for Burke Marketing Research among others. He has consulted for a variety of technology firms, and has taught seminars on Effective Customer Visits, Managing Focus Group Research, Marketing Research Methods, and similar topics for Hewlett Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients.

Dettagli dell?edizione

• Editore: Sage Pubns
• Data di pubblicazione: 2005
• ISBN 10: 1412913195
• ISBN 13: 9781412913195
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 2
• Numero di pagine: 205