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The Market Research Toolbox A Concise Guide for Beginners by Edward F. McQuarrie
  

The Market Research Toolbox A Concise Guide for Beginners

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Synopsis

The Market Research Toolbox A Concise Guide for Beginners by Edward F. McQuarrie

An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps you solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, it gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Professionals with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. You will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research. NEW TO THIS EDITION: New case studies provide vivid examples of market research that can be applied to real-world situations, facilitating easier decision-making New discussion questions and exercises promote critical thinking by asking you to reflect on and develop a deeper understanding of the content New suggested readings offer additional in-depth and specialized market research information to help you go beyond introductory concepts and master specific issues New chapter on Big Data demonstrates how the availability of vast quantities of customer data opens up new opportunities to gain a strategic advantage New chapter on interview design introduces you to the basics of question selection and also provides examples of good and bad questioning techniques Expanded coverage of qualitative sampling and data analysis provides a deeper understanding of how to design and implement qualitative samples, as well as differentiating and integrating qualitative and quantitative sampling.

Reviews

Reading this book is like having a conversation with an experienced, knowledgeable practitioner of marketing and marketing research. The conversational style makes the book easy to read and conveys the information in a friendly, but important way. -- Ronald Goldsmith


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.

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Book Info

Publication date

8th May 2015

Author

Edward F. McQuarrie

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    recommendations

Publisher

SAGE Publications Inc

Format

Paperback
400 pages

Categories

Market research

ISBN

9781452291581

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