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<p class=msonormal style="MARGIN: 0in 0in 0pt">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 <strong>Second Edit</strong>ion of <strong>The Market Research Toolbox: A Concise Guide for Beginners </strong>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. <strong>The Market Research Toolbox</strong> examines six traditional market research techniques: • secondary research customer visits focus groups surveys choice modeling experimentation Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as precautions to take while using them. New to the <strong>Second Edition</strong>: </p> Includes new chapters on questionnaire design, sampling procedures, and data analysis to ease students into developing their own market research Expands the discussion of how to determine needed market research via analysis of the underlying decision problem Contains updated suggestions for additional reading to provide students with the most up-to-date resources on market research Provides an Instructors Resource CD containing PowerPoint slides, case questions, teaching notes, and a sample syllabus <p class=msonormal style="MARGIN: 0in 0in 0pt"><strong>The Market Research Toolbox</strong> is a valuable textbook for a variety of advanced undergraduate and graduate business courses such as Marketing Research, Marketing Management, Customer Service, Industrial Marketing, Sales Management, Consumer Behavior, and Product Development. It will also be of particular interest to product managers, research & development managers, program managers, engineers, quality professionals, and executives responsible for developing business strategies. </p>
Created by: riayujuico on February 12th 2008, 16:58.
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Being studied by: khawajaas, riayujuico, asmelashl, farrukhjalal, nicholas d and 75 other persons.
Rating: 
Autor: Edward F. McQuarrie
ISBN: 1412913195
Publication date: 2005-06-15
Edition: Paperback
Publisher: Sage Publications, Inc
Number of Pages: 224
Price: From $42.58 at Amazon (on February 12th 2008, 16:58)
Reviews
An essential entry-level guide to marketing research
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"If you intend to execute a particular market research project yourself, you will certainly need to read more than this book - for the sake of brevity, this book won't go into a great deal of depth on any single technique, but will merely open the toolbox and explain its contents and application," states author Edward F. McQuarrie, who clearly sums up the purpose of this book in the preface.
This book gives a clear overview of different types of market research (secondary research, customer visits, focus groups, survey research, choice modeling, and experimentation), as well as related topics such as questionnaire design, probability sampling and data analysis. The units end with clear "Do's and Don'ts,' as well as very helpful lists of suggested readings for those interested in learning more about a particular area of research.
While I found this book extremely informative, I personally would have liked a few more examples to clearly illustrate some of the points. In any case, I recommend this book to marketers, who want to learn more about the benefits and limitations of marketing research techniques.
Very Good Entry Level Overview
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For beginners in marketing research, this book will give you a strong understanding of the basic approaches and the relative values of different strategies.
The best value this book should provide are to people who believe that their business is doing market research by interviewing a few customers or conducting an occasional study. This book will clearly articulate the value and the errors that limited study can offer your business or group.
Especially valuable to Product Managers, Sales People, and their managers.
Marketing
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Great book for research for the non-marketing professional trying to learn more about those specific skills.
Not worth the money!
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I was very disappointed at the book overall. I bought the book based upon the raving user reviews, but found them to be totally untrue. It keeps on going back and forth between similar subjects. It's very repetitive and didn't give me what I was hoping to learn from reading this book.
I honestly wouldn't recommend it to anyone, not even to beginners because it will probably confuse you more than enlighten you.
Filled with really good information
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I found this book to be very informative. It's a little wordy, though. I would have preferred to have a summary for each chapter as a quick reference. I especially liked the Do's and Don'ts, and References and Suggested Readings after each chapter.
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