000 02471cam a2200253 i 4500
003 MIUC
005 20181128161436.0
008 151014s2016 caua b 001 0 eng d
020 _a9781452291581 (pbk)
035 _a(OCoLC)ocn893457079
040 _aYDXCP
_beng
_cYDXCP
_dBDX
_dOCLCQ
_dUAB
_dOCLCO
_erda
_dMEU
_dOCLCO
_dOCLCF
_dOCLCO
_dC7M
_dDLC
_dMIUC
082 0 4 _a658.83
100 1 _aMcQuarrie, Edward F.
_9742
245 1 4 _aThe Market Research Toolbox :
_bA Concise Guide for Beginners /
_cEdward F. McQuarrie.
250 _aFourth edition.
260 _aLos Angeles :
_bSAGE,
_c[2016].
300 _axxi, 373 p. :
_bill. b&w ;
_c23 cm
504 _aIncludes bibliographical references and index.
505 0 _aPt. 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.
520 _aAn 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.
650 0 _aMarketing research
_xMethodology
_9284
650 0 _aMarketing research
_9579
942 _2ddc
_cBK