عنوان

The market research toolbox :

(Number (ISBN

1452291586

(Number (ISBN

9781452291581

Title Proper

The market research toolbox :

General Material Designation

[Book]

Other Title Information

a concise guide for beginners /

First Statement of Responsibility

Edward F. McQuarrie.

Edition Statement

Fourth edition.

Place of Publication, Distribution, etc.

Los Angeles :

Name of Publisher, Distributor, etc.

SAGE,

Date of Publication, Distribution, etc.

[2016]

Date of Publication, Distribution, etc.

©2016.

Specific Material Designation and Extent of Item

xxi, 373 pages :

Other Physical Details

illustrations ;

Dimensions

23 cm

Text of Note

Includes bibliographical references and index.

Text of Note

Introduction. Nature and characteristics of market research ; Planning for market research -- Archival research. Secondary research ; Big data -- Qualitative research. Customer visits ; The focus group ; Interview design ; Qualitative sampling and data analysis -- Quantitative research. Survey research ; Questionnaire design ; Experimentation ; Conjoint Analysis ; Sampling for quantitative research ; Quantitative data analysis -- The big picture. Combining research techniques into research strategies ; The limits of market research.

0

Text of Note

An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers 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.

Source for Acquisition/Subscription Address

Sage Pubns, 2455 Teller rd, Thousand Oaks, CA, USA, 91320, (805)4107116

Marketing research-- Methodology.

Marketing research-- Methodology.

Marktforschung

Number

Edition

Class number

Book number

McQuarrie, Edward F.

Date of Transaction

20200823024225.0

Cataloguing Rules (Descriptive Conventions))

rda

Electronic name

[Book]

Y