Edward F McQuarrie

Customer Visits

Building a Better Market Focus: Building a Better Market Focus

• Gebundenes Buch

Produktbeschreibung

Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit.

Produktdetails

• Verlag: M.E. Sharpe
• 3rd edition
• Seitenzahl: 256
• Erscheinungstermin: 15. August 2008
• Englisch
• Abmessung: 229mm x 155mm x 18mm
• Gewicht: 476g
• ISBN-13: 9780765622242
• ISBN-10: 0765622246
• Artikelnr.: 23139662

Autorenporträt

McQuarrie, Edward F.

Inhaltsangabe

Part 1 Rationale
Chapter 1 Why Visit Customers?
Chapter 2 Customer Visits as a Distinctive Approach to Market Research
Chapter 3 Limits, Boundary Cases, and the Sweet Spot for Customer Visits
Part 2 Procedures
Chapter 4 Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers
Chapter 5 Planning a Program of Visits
Chapter 6 Budgets, Recruitment, Coordination, Team Preparation, and Time Line
Chapter 7 Selecting Customers to Visit
Chapter 8 Preparing a Discussion Guide
Chapter 9 Constructing Good Questions
Chapter 10 Conducting the Visits
Chapter 11 Completing the Visit Program
Part 3 Analysis
Chapter 12 Generalizability of Visit Data
Chapter 13 Procedures for the Analysis of Visit Data
Chapter 14 The Place of Customer Visits Within the Market Research Toolbox