The Market Research Toolbox: A Concise Guide for Beginners Second Edition - Softcover

McQuarrie, Edward F.

Softcover

ISBN 10: 1412913195 ISBN 13: 9781412913195

Publisher: Sage Publications, Inc, 2005

Synopsis

An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox 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 types and techniques. It then examines what objectives can be met by doing market research and the expected payoffs. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modelling and experimentation. The author describes how each technique works along with its costs and uses, tips for success, when and how to use certain techniques and precautions to take while using them. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy.

New to the Second Edition:

- Chapters 1 and 2 have been extensively revised and updated based on feedback from students.

- Chapter 3 on secondary research includes a new section on Internet research.

- Chapter 6 will be split into two chapters, one to focus on survey research procedures and the other to focus on questionnaire design.

- Chapter 7 will be revised to focus almost exclusively on conjoint analysis, a key tool.

- Chapter 9 will be deleted, and relevant material will be moved to other chapters.

- Chapter 10 will be expanded to include new topics such as forecasting

- An Instructors Resource on CD-ROM will be made available to lecturers adopting the book for course use. It contains PowerPoint slides, case questions, teaching notes for suggested cases that can be linked to the book, and a sample syllabus.

About this title

About the Author

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.

Edition details

• Publisher: Sage Publications, Inc
• Publication date: 2005
• Language: English
• ISBN 10: 1412913195
• ISBN 13: 9781412913195
• Binding: Paperback
• Edition number: 2
• Number of pages: 224