Synopses & Reviews
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. This text explores market research techniques such as secondary research, customer visits, focus groups, surveys, choice modeling 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 take while using them. The Third Edition of The Market Research Toolbox incorporates new material on Web surveys along with more information on data analysis and sampling theory for qualitative research. Additionally, a new closing chapter illuminates the limitations of market research to clarify when it should be employed. oWhatAEs Newo sections have been added to every chapter and new examples are included throughout the text, along with updated suggested readings and references.
Synopsis
The ability to connect easily with customers online together with today s emphasis on market and customer focus across the firm, means that 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 provides cases from a variety of business situations.
Synopsis
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.