The Market Research Toolbox: A Concise Guide for Beginners Second Edition
Language: English
Published by SAGE Publications, Inc, 2005
- Softcover
- Used
Condition: Used - Good
£ 5.27
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[ No Hassle 30 Day Returns ][ Ships Daily ] [ Underlining/Highlighting: SOME ] [ Writing: NONE ] [ Edition: second ] Publisher: Sage Publications, Inc Pub Date: 6/15/2005 Binding: Paperback Pages: 224 second edition.
Seller Inventory # 6959987
- Title
- The Market Research Toolbox: A Concise Guide for Beginners Second Edition
- Author
- Professor Edward F. McQuarrie
- Publisher
- SAGE Publications, Inc
- Publication year
- 2005
- Condition
- Good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1412913195
- ISBN 13
- 9781412913195
- Edition
- 2nd Edition
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
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