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• catalog abstract ""If you are thinking of conducting market research but you don't know where to start, try The Market Research Toolbox - the ideal resource for the professional new to marketing. Written in an engaging and active style, this book describes how to think of market research in the context of making a business decision. It begins by defining market research and discussing some of the various types and techniques and 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 modeling, and experimentation. Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as 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."--BOOK JACKET.".
• catalog contributor b12962846.
• catalog created "c1996.".
• catalog date "1996".
• catalog date "c1996.".
• catalog dateCopyrighted "c1996.".
• catalog description ""If you are thinking of conducting market research but you don't know where to start, try The Market Research Toolbox - the ideal resource for the professional new to marketing. Written in an engaging and active style, this book describes how to think of market research in the context of making a business decision. It begins by defining market research and discussing some of the various types and techniques and 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 modeling, and experimentation. Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as 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."--BOOK JACKET.".
• catalog description "Includes bibliographical references and index.".
• catalog description "Who Should Read This Book? -- Nature and Characteristics of Market Research -- Marketing Intelligence Versus Market Research Project -- Exploratory Versus Confirmatory Research -- Relationship of Business Strategy to Market Research -- Technological Innovation and Market Research -- 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 -- Do's and Don'ts -- Financial Planning for Market Research -- Secondary Research -- Procedure -- Strengths and Weaknesses -- Do's and Don'ts -- Search Techniques for Gathering Marketing Intelligence -- Summary: Search Strategy for Secondary Research -- Customer Visits -- Ad Hoc Visits for Marketing Intelligence -- Programmatic Visits for Market Research -- Cost -- Strengths and Weaknesses -- Do's and Don'ts -- The Focus Group -- Procedure -- Cost Factors -- Strengths and Weaknesses -- Do's and Don'ts -- Sampling -- Types of Samples -- Probability Sample or Nonprobability Sample? -- Why Nonprobability Samples? -- Qualitative Research and Judgment Samples -- The Importance of Understanding the Different Types of Samples -- 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 -- Survey Research -- Procedure -- Conducting the Survey Yourself -- Cost Factors -- Strengths and Weaknesses -- Do's and Don'ts.".
• catalog extent "xviii, 154 p. :".
• catalog hasFormat "Market research toolbox.".
• catalog identifier "0803958560 (acid-free paper)".
• catalog identifier "0803958579 (pbk. : acid-free paper)".
• catalog isFormatOf "Market research toolbox.".
• catalog issued "1996".
• catalog issued "c1996.".
• catalog language "eng".
• catalog publisher "Thousand Oaks, Calif. : Sage Publications,".
• catalog relation "Market research toolbox.".
• catalog subject "658.8/3 20".
• catalog subject "HF5415.2 .M383 1996".
• catalog subject "Market research".
• catalog subject "Marketing Recherche Méthodologie".
• catalog subject "Marketing research Methodology.".
• catalog tableOfContents "Who Should Read This Book? -- Nature and Characteristics of Market Research -- Marketing Intelligence Versus Market Research Project -- Exploratory Versus Confirmatory Research -- Relationship of Business Strategy to Market Research -- Technological Innovation and Market Research -- 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 -- Do's and Don'ts -- Financial Planning for Market Research -- Secondary Research -- Procedure -- Strengths and Weaknesses -- Do's and Don'ts -- Search Techniques for Gathering Marketing Intelligence -- Summary: Search Strategy for Secondary Research -- Customer Visits -- Ad Hoc Visits for Marketing Intelligence -- Programmatic Visits for Market Research -- Cost -- Strengths and Weaknesses -- Do's and Don'ts -- The Focus Group -- Procedure -- Cost Factors -- Strengths and Weaknesses -- Do's and Don'ts -- Sampling -- Types of Samples -- Probability Sample or Nonprobability Sample? -- Why Nonprobability Samples? -- Qualitative Research and Judgment Samples -- The Importance of Understanding the Different Types of Samples -- 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 -- Survey Research -- Procedure -- Conducting the Survey Yourself -- Cost Factors -- Strengths and Weaknesses -- Do's and Don'ts.".
• catalog title "The market research toolbox : a concise guide for beginners / Edward F. McQuarrie.".
• catalog type "text".