Edward F. Mcquarrie

The Market Research Toolbox

A Concise Guide for Beginners

• Gebundenes Buch

Produktbeschreibung

In an Internet age, many more people than ever before are involved in the design and conduct of market research. This book provides an overview for busy managers and MBA students seeking a place to begin. It shows how to think about market research in the context of business decisions, describes the essential market research techniques, skills, and applications, and pays special attention to business-to-business markets and technology products.

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Produktdetails

• Verlag: Sage Publications, Inc
• 3. Auflage
• Seitenzahl: 274
• Erscheinungstermin: 12. Oktober 2011
• Englisch
• Abmessung: 235mm x 157mm x 19mm
• Gewicht: 554g
• ISBN-13: 9781412991735
• ISBN-10: 1412991730
• Artikelnr.: 33281606

Inhaltsangabe

Preface Chapter 1. Nature and Characteristics of Market Research Chapter 2.
Planning for Market Research Chapter 3. Secondary Research Chapter 4.
Customer Visits Chapter 5. The Focus Group Chapter 6. Qualitative Sampling
and Data Analysis Chapter 7. Survey Research Chapter 8. Questionnaire
Design Chapter 9. Choice Modeling via Conjoint Analysis Chapter 10.
Experimentation Chapter 11. Sampling for Quantitative Research Chapter 12.
Quantitative Data Analysis Chapter 13. Combining Research Techniques Into
Research Strategies Chapter 14. The Limits of Market Research Index About
the Author