Edward F. Mcquarrie

Customer Visits

Building a Better Market Focus: Building a Better Market Focus

• Gebundenes Buch

Produktbeschreibung

Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.

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Produktdetails

• Verlag: Routledge
• 3. Auflage
• Seitenzahl: 232
• Erscheinungstermin: 15. August 2008
• Englisch
• Abmessung: 235mm x 157mm x 17mm
• Gewicht: 495g
• 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