The Market Research Toolbox : A Concise Guide for Beginners, 2d ed

Reference & Research Book News, August, 2005

HF5415

2005-006695

1-4129-1318-7

The market research toolbox; a concise guide for beginners, 2d ed.

McQuarrie, Edward F.

Sage Publications, [c]2006

205 p.

$86.95

Writing for undergraduate students and general readers still reeling from their initial inspiration about the Next Big Thing, McQuarrie (marketing, Santa Clara U.) concentrates on the practical as he works through the various processes of creating, developing and assessing market research, including relating business strategies to research, making allowances for technical advances, planning research using the need to make a decision as the basis, applying research tools, conducting such secondary research as customer visits and focus groups, sampling, surveying, choice modeling, experimenting, and analyzing data. He closes with ideas about how to use the resulting information in various ways to support business strategies. One of the most useful sections in each chapter is a quick reference about what to do and what not to do when conducting research or analyzing data.