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The market research toolbox : a concise guide for beginners / Edward F. McQuarrie.

by McQuarrie, Edward F.

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658.83 M173m 2016

Marketing research -- Methodology.

Marketing research.

9781452291581 (pbk.)

Fourth edition.

xxi, 373 pages : illustrations ; 23 cm.

"Understand market research to make better business decisions"--Back cover.

Includes bibliographical references and index.

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.

A resource for busy managers and professionals seeking to build and expand their marketing research skills. 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. Special attention is given to business-to-business markets, technology products, Big Data, and other web-enabled approaches. This text provides background context that teaches the reader the questions to ask before conducting research, and explores how to develop strategies for sorting through the extensive specialized material on market research. A new chapter on Big Data demonstrates how the availability of vast quantities of customer data opens up new opportunities to gain a strategic advantage. A chapter on interview design introduces readers to the basics of question selection and also provides examples of good and bad questioning techniques. New case studies provide vivid examples of market research that can be applied to real-world situations, facilitating easier decision-making for managers. New discussion questions and exercises at the end of each chapter promote critical thinking by asking readers to reflect on and develop a deeper understanding of the content. Expanded coverage of qualitative sampling and data analysis provides readers with a deeper understanding of how to design and implement qualitative samples, as well as differentiating and integrating qualitative and quantitative sampling.

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