The Market Research Toolbox
McQuarrie, Edward F;
The Market Research Toolbox - London: Sage Publications, 1996. - xviii, 154 pages : illustrations ;
Included Index
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.
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
9780803958579 0803958579
Marketing research -- Methodology.
Marketing -- Recherche -- Méthodologie.
658.83 / MAC
The Market Research Toolbox - London: Sage Publications, 1996. - xviii, 154 pages : illustrations ;
Included Index
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.
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
9780803958579 0803958579
Marketing research -- Methodology.
Marketing -- Recherche -- Méthodologie.
658.83 / MAC