The Market Research Toolbox: A Concise Guide for Beginners – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 1412991749
• ISBN-13 ‏ : ‎ 978-1412991742
• Author: Edward F. (Francis), McQuarrie (Author)

In an Internet age, many more people than ever before are involved in the design and conduct of market research. This book provides an overviewfor 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.

Table contents:

PART I: Introduction
1. Nature and Characteristics of Market Research

2. Planning for Market Research

PART II: Archival Research
3. Secondary Research

4. Big Data

PART III: Qualitative Research
5. Customer Visits

6. The Focus Group

7. Interview Design

8. Qualitative Sampling and Data Analysis

PART IV: Quantitative Research
9. Survey Research

10. Questionnaire Design

Chapter 11: Experimentation

12. Conjoint Analysis
13. Sampling for Quantitative Research