The Market Research Toolbox, Fourth Edition describes how use market research to make more strategic business decisions. A comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in the dynamic and rapidly changing business atmosphere. Based on real-world experience, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches for readers who don’t have the time or resources to make the translation from mass markets, simple products, and stable technologies to their own rather different situation. Readers will gain the background context and questions needed to be asked before their research, as well as develop strategies for sorting through the enormous amount of specialized material on market research. INDICE: Part I: IntroductionChapter 1: Nature and Characteristics of Market Research How Many Kinds of Market Research? Research Techniques Discussion Questions Suggested ReadingsChapter 2: Planning for Market Research From Decision Problem to Information Gap Types of Decision Problems: The Decision Cycle Matching Tools to Decisions Effective Application of Research Tools Summary Dos and Don’ts Discussion Questions Suggested ReadingsPart II: Archival ResearchChapter 3: Secondary Research Procedure Examples Future Directions Strengths and Weaknesses Dos and Don’ts Discussion Questions Suggested ReadingsChapter 4: Big Data Before Big Data Example Procedure Future Directions Strengths and Weaknesses Dos and Don’ts Discussion Questions Suggested ReadingsPart III: Qualitative Research Chapter 5: Customer Visits Programmatic Customer Visits for Market Research Examples of Visit Programs Hybrid and Ad Hoc Examples Cost Strengths and Weaknesses Future Directions Dos and Don’ts Discussion Questions Suggested ReadingsChapter 6: The Focus Group Applications Comparison to Customer Visits Procedure Cost Factors Examples Future Directions Strengths and Weaknesses Dos and Don’ts Discussion Questions Suggested ReadingsChapter 7: Interview Design Style of Questioning Procedure for Question Selection Some Good (and Bad) Questions Good (and Bad) Interviewer Behaviors Dos and Don’ts Discussion Questions Suggested ReadingsChapter 8: Qualitative Sampling and Data Analysis Why Sampling? Projection from N = 1 Projections from Qualitative Samples of N < 32 Binomial Inferences Multinomial Inferences Measures of Association Summary: Rules of Thumb Implementing Qualitative Samples Qualitative vs. Quantitative Sampling—An Integration Qualitative Data Analysis Discussion Questions Suggested ReadingsPart IV: Quantitative ResearchChapter 9: Survey Research Procedure Conducting the Survey Yourself Cost Factors Applications Future Directions Strengths and Weaknesses Dos and Don’ts Discussion Questions Suggested ReadingsChapter 10: Questionnaire Design Procedure Generating Content for Questionnaires Best Practices and Rules to Observe Dos and Don’ts Discussion Questions Suggested ReadingsChapter 11: Experimentation Example 1: Crafting Direct Marketing Appeals Commentary on Direct Marketing Example Example 2: Selecting the Optimal Price Commentary on Pricing Example Example 3: Concept Testing—Selecting a Product Design Commentary on Product Design Example Example 4: A-B Tests for Web Site Design Commentary on A-B Test Example General Discussion Future Directions Strengths and Weaknesses Dos and Don’ts Discussion Questions Suggested ReadingsChapter 12: Conjoint Analysis Designing a Conjoint Analysis Study Future Directions Strengths and Weaknesses Choosing among Options for Experimentation Dos and Don’ts Discussion Questions Suggested ReadingsChapter 13: Sampling for Quantitative Research Types of Samples The Terrible Beauty of Probability Samples How to Draw a Probability Sample 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 Discussion Questions Suggested ReadingsChapter 14: Quantitative Data Analysis Procedure Types of Data Analysis in Market Research Managerial Perspective on Data Analysis Dos and Don’ts Discussion Questions Suggested ReadingsPart V: Market Research in ContextChapter 15: Combining Research Techniques Into Research Strategies Developing New Products Redesign a Web site Assessing Customer Satisfaction Segmenting a Market Expanding Into New Markets Repositioning a Brand Developing an Advertising Campaign Commentary Discussion QuestionsChapter 16: The Limits of Market Research Identifying Boundary Conditions Formulating Boundary Conditions When Quantitative Market Research Can’t Be Done What Qualitative Research Can Do Summary and Conclusion Discussion Questions Suggested Readings
- ISBN: 978-1-4522-9158-1
- Editorial: SAGE Publications, Inc
- Encuadernacion: Rústica
- Páginas: 408
- Fecha Publicación: 30/11/2015
- Nº Volúmenes: 1
- Idioma: