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 t
Edward F. McQuarrie Libros
Edward F. McQuarrie es un profesor cuyo trabajo profundiza en la investigación publicitaria, la retórica y la semiótica. Su carrera académica se centra en comprender cómo los clientes perciben el valor y cómo los mensajes de marketing pueden comunicarse de manera más efectiva, particularmente en el contexto de los productos tecnológicos. La escritura de McQuarrie se caracteriza por un profundo interés en cómo se construyen y comparten los significados en la publicidad, con el objetivo de mejorar el enfoque del mercado a través de una mejor comprensión de los consumidores. Su investigación contribuye al avance de los métodos cualitativos en los estudios de marketing y a la comprensión teórica de las estrategias publicitarias.
The Market Research Toolbox
- 224 páginas
- 8 horas de lectura
If you want to conduct market research, but feel you have little experience in doing so, we have the ideal updated and revised resource for you! Written in an engaging and active style, the Second Edition of The Market Research A Concise Guide for Beginners 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 techniques. It then goes on to examine what objectives can be met by doing market research and the expected payoffs.