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. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modelling 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. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy. 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.

This is an authoritative, twenty-first-century guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the best-known practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides state-of-the-art coverage of a spectrum of marketing research topics including the process from data to knowledge, the current practice of marketing research, and the variety of specialized forms of research. It also offers perspectives on issues of particular importance to the Information Age, such as Internet research and computer-aided qualitative data analysis.

Table of contents

Explores the full spectrum of communication, from careers to information technologies, in an interdisciplinary fashion. Emphasis is on both historical and current issues, topics, and people.

McQuarrie (marketing, Santa Clara U.) explains how businesses that market to businesses, and particularly firms that offer product categories that are technically complex, can devise affordable action plans for programmatic visits to customers and, as a result, become aware of and satisfy their cust

An encyclopedia designed especially to meet the needs of elementary, junior high, and senior high school students.

An encyclopedia designed especially to meet the needs of elementary, junior high, and senior high school students.