The Market Research Toolbox

The Market Research Toolbox
Author: Edward F. McQuarrie
Publisher: SAGE
Total Pages: 228
Release: 2006
Genre: Business & Economics
ISBN: 9781412913195

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 take while using them. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy. New to the Second Edition: - Chapters 1 and 2 have been extensively revised and updated based on feedback from students. - Chapter 3 on secondary research includes a new section on Internet research. - Chapter 6 will be split into two chapters, one to focus on survey research procedures and the other to focus on questionnaire design. - Chapter 7 will be revised to focus almost exclusively on conjoint analysis, a key tool. - Chapter 9 will be deleted, and relevant material will be moved to other chapters. - Chapter 10 will be expanded to include new topics such as forecasting - An Instructors Resource on CD-ROM will be made available to lecturers adopting the book for course use. It contains PowerPoint slides, case questions, teaching notes for suggested cases that can be linked to the book, and a sample syllabus.

The Market Research Toolbox

The Market Research Toolbox
Author: Edward F. McQuarrie
Publisher: SAGE Publications
Total Pages: 401
Release: 2015-04-01
Genre: Business & Economics
ISBN: 148331359X

Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers 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.

The Market Research Toolbox

The Market Research Toolbox
Author: Edward F. McQuarrie
Publisher: SAGE
Total Pages: 273
Release: 2012
Genre: Business & Economics
ISBN: 1412991730

An ideal resource for those who want to conduct market research but have little experience in doing so, this book 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.

Strategic Market Research

Strategic Market Research
Author: Anne E. Beall
Publisher: iUniverse
Total Pages: 99
Release: 2010-07-14
Genre: Business & Economics
ISBN: 1936236176

For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. That approach is the key in making a difference using market research. In this guide, author Anne Beall shares her unique procedure for conducting strategic market research. With more than fifteen years of experience in conducting market research, Beall details the strategic principles she has developed that impact the way in which market research can inspire and change an organization. Strategic Market Research discusses identifying the strategic questions that will help a business; using the right research techniques to answer these questions; obtaining the level of depth required to have insight; reading the nonverbal communications of research respondents when doing qualitative work; identifying the emotional aspects of human behavior; using statistical analyses to understand what drives markets; going beyond the data to interpret the results and make strategic recommendations. In addition to addressing both qualitative and quantitative research, Strategic Market Research provides real-life examples illustrating the application of these concepts in various scenarios, including businesses and non-profit organizations. Implementing the strategic approach from the beginning to the end of a project provides information that promotes change.

Toolbox for Marketing and Management

Toolbox for Marketing and Management
Author: Ralf T. Kreutzer
Publisher: Springer
Total Pages: 269
Release: 2019-05-03
Genre: Business & Economics
ISBN: 3030138232

Modern marketing managers need intuitive and effective tools not just for designing strategies but also for general management. This hands-on book introduces a range of contemporary management and marketing tools and concepts with a focus on forecasting, creating stimulating processes, and implementation. Topics addressed range from creating a clear vision, setting goals, and developing strategies, to implementing strategic analysis tools, consumer value models, budgeting, strategic and operational marketing plans. Special attention is paid to change management and digital transformation in the marketing landscape. Given its approach and content, the book offers a valuable asset for all professionals and advanced MBA students looking for ‘real-life’ tools and applications.

Marketing Research: Tools and Techniques

Marketing Research: Tools and Techniques
Author: Nigel Bradley
Publisher: Oxford University Press
Total Pages: 548
Release: 2013-03-07
Genre: Business & Economics
ISBN: 019965509X

Balancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation.

Marketing Research Kit For Dummies

Marketing Research Kit For Dummies
Author: Michael Hyman
Publisher: John Wiley & Sons
Total Pages: 588
Release: 2010-03-05
Genre: Business & Economics
ISBN: 0470632569

The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research. Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups Fully explains the process of sampling, analyzing data, and reporting results Features tips on developing questionnaires for face-to-face, Internet, and postal surveys Helps you keep an eye on your competition and analyze their results When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Marketing Research

Marketing Research
Author: Carl D. McDaniel
Publisher: Thomson South-Western
Total Pages: 0
Release: 2002
Genre: Analysemetoder
ISBN: 9780324131666

Marketing Research provides comprehensive information on both the quantitative methods used in marketing research and the many considerations a manager faces when interpreting and using market research findings. Marketing research hot topics are featured, including competitive intelligence, published secondary data and the Internet, and marketing research suppliers and users. Each chapter helps you explore ethical dilemmas related to the topics discussed, the uses and needs for marketing research across business functions, and how to use the Internet to gather marketing research data in an efficient, cost-effective manner. By focusing on the managerial aspects of marketing research, this book provides you with both the tools to conduct marketing research, as well as those to interpret the results and use them effectively as a manager.

Product Innovation Toolbox

Product Innovation Toolbox
Author: Jacqueline H. Beckley
Publisher: John Wiley & Sons
Total Pages: 45
Release: 2012-05-15
Genre: Technology & Engineering
ISBN: 0813823978

Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation. This is an essential resource for product developers, marketers and technologists who want to implement consumer-centric innovation and are responsible for designing product-testing strategies from upfront innovation to support new product development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions. Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.

The Quality Toolbox

The Quality Toolbox
Author: Nancy Tague
Publisher: Quality Press
Total Pages: 625
Release: 2004-07-14
Genre: Business & Economics
ISBN: 1953079008

The Quality Toolbox is a comprehensive reference to a variety of methods and techniques: those most commonly used for quality improvement, many less commonly used, and some created by the author and not available elsewhere. The reader will find the widely used seven basic quality control tools (for example, fishbone diagram, and Pareto chart) as well as the newer management and planning tools. Tools are included for generating and organizing ideas, evaluating ideas, analyzing processes, determining root causes, planning, and basic data-handling and statistics. The book is written and organized to be as simple as possible to use so that anyone can find and learn new tools without a teacher. Above all, this is an instruction book. The reader can learn new tools or, for familiar tools, discover new variations or applications. It also is a reference book, organized so that a half-remembered tool can be found and reviewed easily, and the right tool to solve a particular problem or achieve a specific goal can be quickly identified. With this book close at hand, a quality improvement team becomes capable of more efficient and effective work with less assistance from a trained quality consultant. Quality and training professionals also will find it a handy reference and quick way to expand their repertoire of tools, techniques, applications, and tricks. For this second edition, Tague added 34 tools and 18 variations. The "Quality Improvement Stories" chapter has been expanded to include detailed case studies from three Baldrige Award winners. An entirely new chapter, "Mega-Tools: Quality Management Systems," puts the tools into two contexts: the historical evolution of quality improvement and the quality management systems within which the tools are used. This edition liberally uses icons with each tool description to reinforce for the reader what kind of tool it is and where it is used within the improvement process.