Includes bibliographical references and index.

Pt. 1. Introduction.
Ch. 1. Nature and characteristics of market research.
Ch. 2. Planning for market research.
Pt. 2. Archival research.
Ch. 3. Secondary research.
Ch. 4. Big data --
Pt. 3. Qualitative research.
Ch. 5. Customer visits.
Ch. 6. The focus group.
Ch. 7. Interview design.
Ch. 8. Qualitative sampling and data analysis --
Pt. 4. Quantitative research.
Ch. 9. Survey research.
Ch. 10. Questionnaire design.
Ch. 11. Experimentation.
Ch. 12. Conjoint Analysis.
Ch. 13. Sampling for quantitative research.
Ch. 14. Quantitative data analysis --
Pt. 5. The big picture.
Ch. 15. Combining research techniques into research strategies.
Ch. 16. The limits of market research.

An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox describes how to use market research to make strategic business decisions.
This comprehensive collection of essential market research techniques, skills, and applications helps you solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, it gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches.
Professionals with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. You will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.