The Market Research Toolbox: A Concise Guide for Beginners

by Edward F. McQuarrie

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 t

Genres: Business, Nonfiction

176 pages, Hardcover

First published February 13, 1996

About the author

Edward F. McQuarrie is Professor in the Department of Marketing, Leavey School of Business, Santa Clara University. He received his Ph.D. in social psychology from the University of Cincinnati in 1985. His research interests include customer value, qualitative research, and market research appropriate to technology products, on the one hand, and advertising research, rhetoric and semiotics on the other. He has also written the book, Customer Visits: Building a Better Market Focus, and published articles in the Journal of Consumer Research, Journal of Product Innovation Management, Marketing Management, Marketing Research, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Advertising. He serves on the Editorial Board of the Journal of Consumer Research.

He is currently Associate Dean for Assessment & Improvement at the Leavey School, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies 1996-2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie has moderated focus groups since 1980, for Burke Marketing Research among others.

(Barnes and Noble)

Reviews

[Margot · Rating 2 out of 5]

I only read the first section, which gives an overview of the market research process and all the various techniques involved, depending on what you're goal is. The information was okay, but not much unattainable through common sense and a college degree.

[Alex · Rating 4 out of 5]

Remarkably useful book on the fundamentals of market research - let's you know which methods gives you what kind of information - actionable or (informational?), and so you can design your data-getting strategy appropriately.