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

McQuarrie, Edward F.

Brossura

ISBN 10: 1412991749 ISBN 13: 9781412991742

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 overviewfor 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 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.

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: 1412991749
• ISBN 13: 9781412991742
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 3
• Numero di pagine: 253