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The Market Research Toolbox: A Concise Guide for Beginners
 
 
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The Market Research Toolbox: A Concise Guide for Beginners [Paperback]

Edward F. McQuarrie (Author)
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Product details

  • Paperback: 224 pages
  • Publisher: Sage Publications, Inc; Second Edition edition (25 Aug 2005)
  • Language English
  • ISBN-10: 1412913195
  • ISBN-13: 978-1412913195
  • Product Dimensions: 22.8 x 16 x 1.4 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 727,094 in Books (See Top 100 in Books)

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Edward F. McQuarrie
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Product Description

Review

"McQuarrie presents an overview of market research for a manager and others who seek an understanding of the subject. . . .The choice of tools reflects current trends and includes business-to-business as well as consumer applications. The presentation is comprehensive, concise, and nontechnical." (W.C. Struning CHOICE )

Product Description

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. (20051201)

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Inside This Book (Learn More)
First Sentence
Market research is a marketing activity, and marketing is a philosophy concerning how to succeed in business. Read the first page
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
By A Customer
Format:Paperback
The book introduces most of the tools you can use for market research, once explained how market research fits in the marketing strategy. It places special emphasis on the objectives, budget, procedures and main errors when using any of the tools in a clear and concise way, also using examples.

In such a way it covers secondary research, customer visits, focus groups, surveys, conjoints, and experimentation. It ends with some notes on usabilility.

Summarizing, excellent and brief introduction to market research, with a practical phocus. For somebody who wants to learn something about it or simply check that his/her company is using the tools correctly.

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An excellent book. 11 April 2002
By A Customer
Format:Paperback
Extremely well written, and focused on the busy manager. Read this book, and you'll be able to talk the talk, and justify market research.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:  11 reviews
58 of 59 people found the following review helpful
Remarkable and perfectly titled 10 Sep 2001
By J. Grey - Published on Amazon.com
Format:Paperback|Amazon Verified Purchase
If you're dipping your toes into the waters of market research, you need this book. Its title is perfect: This really *is* a toolbox, written concisely for beginners.

I bought this book when my boss assigned me a market research task that could determine company direction. He gave me the task because of my past work with surveys and usability testing. I wasn't comfortable flying by the seat of my pants on this one -- determining company direction isn't the same as determining what people didn't like about a Help system you created or determining what does and doesn't work well in a computer program's user interface.

So I bought this book, and I'm glad I did. McQuarrie minced no words in explaining what market research is and what market research can and can't do for you. He next helped me determine the real goal for my research, and showed me what market-research tools are best suited for achieving that goal. He even told me what tools *not* to use. He did all this in the first 35 pages. The rest of the book describes the tools in the box. I only read the chapters about the tools relevant to my task. Within two hours, I had learned exactly what I needed to know for success -- no more, and no less.

I especially appreciate McQuarrie's writing style, which Strunk and White would call "vigorous." He packs a lot of information into very few words.

Take note: McQuarrie explains that his book will help you determine what tools you should use and tell you the basics of using the tool. However, he cautions that you should hire specialists to actually use the tools, because there is a lot of specialized knowledge behind successfully using each one. If you're determined to use these tools yourself, McQuarrie tells you what other books to read to get started.

35 of 38 people found the following review helpful
a quick reference guide 28 Jun 1999
By A Customer - Published on Amazon.com
Format:Paperback
A quick reference guide for all projects. It can be just a memory check for experienced people but is invaluable in terms of time and effort for the beginner
22 of 23 people found the following review helpful
Great "toolbox" guide 11 Dec 2000
By Marc Butterfield - Published on Amazon.com
Format:Paperback
This is a great book to provide a guide throughout any type of market research. I particularly found the section "Combining Research Techniques into Strategies" VERY helpful. It allows you to view a la carte what items you should be aware of when you are performing a certain type of research strategy (i.e., Market Segmentation). This is a "must have" for any type of Marketing or business professional!
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