The Market Research Toolbox: A Concise Guide for Beginners - Rilegato

McQuarrie, Edward F.

Rilegato

ISBN 10: 1412991730 ISBN 13: 9781412991735

Casa editrice: Sage Pubns, 2011

Riassunto

In an Internet age, many more people than ever before are involved in the design and conduct of market research. This book provides an overview for busy managers and MBA students seeking a place to begin. It shows how to think about market research in the context of business decisions, describes the essential market research techniques, skills, and applications, and pays special attention to business-to-business markets and technology products.

Su questo libro

L'autore

Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California’s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on scholar.google.com or researchgate.net.

 

He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, 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 began moderating focus groups in 1980 for Burke Marketing Research. 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 the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.

Contenuti

Preface
Chapter 1. Nature and Characteristics of Market Research
Chapter 2. Planning for Market Research
Chapter 3. Secondary Research
Chapter 4. Customer Visits
Chapter 5. The Focus Group
Chapter 6. Qualitative Sampling and Data Analysis
Chapter 7. Survey Research
Chapter 8. Questionnaire Design
Chapter 9. Choice Modeling via Conjoint Analysis
Chapter 10. Experimentation
Chapter 11. Sampling for Quantitative Research
Chapter 12. Quantitative Data Analysis
Chapter 13. Combining Research Techniques Into Research Strategies
Chapter 14. The Limits of Market Research
Index
About the Author

Dettagli dell?edizione

• Editore: Sage Pubns
• Data di pubblicazione: 2011
• ISBN 10: 1412991730
• ISBN 13: 9781412991735
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero edizione: 3
• Numero di pagine: 253