Synopsis
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, he discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketeers 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.

First Sentence
Market research is a marketing activity, and marketing is a philosophy concerning how to succeed in business. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index

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Most Helpful Customer Reviews   2 of 2 people found the following review helpful: Excellent introduction to market research techniques, 12 Nov 2001 By A Customer 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.  Comment | Permalink | Was this review helpful to you? (Report this)   An excellent book., 11 April 2002 By A Customer 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.  Comment | Permalink | Was this review helpful to you? (Report this) › See all 2 customer reviews...		Search Customer Reviews Only search this product's reviews

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