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Bibliographic Record Display

• Title:The market research toolbox : a concise guide for beginners / Edward F. McQuarrie.
  
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• Author/Creator:McQuarrie, Edward F.
  
• Published/Created:Thousand Oaks, Calif. : Sage Publications, ©2012.
  

• Holdings

  Holdings Record Display

  • Location:DAVID LAM LIBRARY stacksWhere is this?
    
  • Call Number: HF5415.2 .M383 2012
    
  • Number of Items:1
    
  • Status:Available
    

   
• Library of Congress Subjects:Marketing research--Methodology.
  
• Edition:3rd ed.
  
• Description:xviii, 253 p. : ill. ; 23 cm.
  
• Summary:"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. This text explores market research techniques such as secondary research, customer visits, focus groups, surveys, choice modeling 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. The Third Edition of The Market Research Toolbox incorporates new material on Web surveys along with more information on data analysis and sampling theory for qualitative research. Additionally, a new closing chapter illuminates the limitations of market research to clarify when it should be employed. What's New sections have been added to every chapter and new examples are included throughout the text, along with updated suggested readings and references"--Provided by publisher.
  
• Notes:Machine generated contents note: PrefaceChapter 1. Nature and Characteristics of Market ResearchChapter 2. Planning for Market ResearchChapter 3. Secondary ResearchChapter 4. Customer VisitsChapter 5. The Focus GroupChapter 6. Qualitative Sampling and Data AnalysisChapter 7. Survey ResearchChapter 8. Questionnaire DesignChapter 9. Choice Modeling via Conjoint AnalysisChapter 10. ExperimentationChapter 11. Sampling for Quantitative ResearchChapter 12. Quantitative Data AnalysisChapter 13. Combining Research Techniques Into Research StrategiesChapter 14. The Limits of Market Research.
  Includes bibliographical references and index.
  
• ISBN:9781412991735 (hardcover : acid-free paper)
  1412991730 (hardcover : acid-free paper)
  9781412991742 (pbk. : acid-free paper)
  1412991749 (pbk. : acid-free paper)
  
• Contents:Machine generated contents note: Part I
  1. Nature and Characteristics of Market Research
  How Many Kinds of Market Research?
  Research Techniques
  References and Suggested Readings
  2. Planning for Market Research
  Decision Problem to Research Question
  Types of Decision Problems: The Decision Cycle
  Matching Tools to Decisions
  Effective Application of Research Tools
  Summary
  Dos and Don'ts
  References and Suggested Readings
  Appendix 2A Financial Planning for Market Research
  Part II
  3. Secondary Research
  Procedure
  Examples
  What's New?
  Strengths and Weaknesses
  Dos and Don'ts
  Suggested Readings
  Appendix 3A Search Techniques for Gathering Marketing Information
  Summary: Search Strategy for Secondary Research
  4. Customer Visits
  Programmatic Customer Visits for Market Research
  Examples
  Cost
  Strengths and Weaknesses
  What's New?
  Dos and Don'ts
  Suggested Readings
  5. Focus Group
  Applications
  Comparison to Customer Visits
  Procedure
  Cost Factors
  Examples
  What's New?
  Strengths and Weaknesses
  Dos and Don'ts
  Suggested Readings
  6. Qualitative Sampling and Data Analysis
  Why Sampling?
  Projection from N = 1
  Projections from Qualitative Samples of N 32
  Binomial Inferences
  Implementing Qualitative Samples
  Qualitative vs. Quantitative Sampling
  -An Integration
  Qualitative Data Analysis
  Suggested Readings
  7. Survey Research
  Procedure
  Conducting the Survey Yourself
  Cost Factors
  Applications
  What's New?
  Strengths and Weaknesses
  Dos and Don'ts
  References and Suggested Readings
  8. Questionnaire Design
  Procedure
  Generating Content for Questionnaires
  Best Practices and Rules to Observe
  Dos and Don'ts
  References and Suggested Readings
  9. Choice Modeling via Conjoint Analysis
  Designing a Conjoint Analysis Study
  What's New?
  Strengths and Weaknesses
  Dos and Don'ts
  References and Suggested Readings
  10. Experimentation
  Experimentation Versus Conjoint Analysis
  Example 1 Crafting Direct Marketing Appeals
  Commentary on Direct Marketing Example
  Example 2 Selecting the Optimal Price
  Commentary on Pricing Example
  Example 3 Concept Testing
  -Selecting a Product Design
  Commentary on Product Design Example
  General Discussion
  What's New?
  Strengths and Weaknesses
  Dos and Don'ts
  References and Suggested Readings
  11. Sampling for Quantitative Research
  Types of Samples
  Terrible Beauty of Probability Samples
  How to Draw a Probability Sample
  Estimating the Required Sample Size
  Formula for Computing Sample Size
  Estimating the Variance for a Proportion
  Estimating the Variance for a Mean Value
  Sampling Reminders and Caveats
  Suggested Readings
  12. Quantitative Data Analysis
  Procedure
  Types of Data Analysis in Market Research
  Managerial Perspective on Data Analysis
  Suggested Readings
  Part III
  13. Combining Research Techniques Into Research Strategies
  Developing New Products
  Assessing Customer Satisfaction
  Segmenting a Market
  Expanding Into New Markets
  Developing an Advertising Campaign
  Commentary
  14. Limits of Market Research
  Identifying Boundary Conditions
  Formulating Boundary Conditions
  When Quantitative Market Research Can't Be Done
  What Qualitative Research Can Do
  Summary and Conclusion
  References and Suggested Readings.