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摘要
摘要
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.
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McQuarrie (Santa Clara Univ.) designed this book to provide an overview of market research for managers. However, his work also offers an excellent introduction to the tools of market research for students needing to understand the concepts and procedures for obtaining marketing information. The author's inclusion of recent developments in market research provides state-of-the-art coverage for those who require updating. Techniques are presented informally, without details and statistical underpinnings. Other, more traditional, texts would have to be consulted for how-to instruction; for example, in-depth presentation of techniques can be found in Gilbert A. Churchill's Marketing Research: Methodological Foundations (6th ed., 1995). McQuarrie's slender volume offers a concise yet comprehensive and authoritative overview of market research. The work is supported by brief chapter summaries and adequate suggestions for further reading, but the volume does not contain a complete bibliography. A comprehensive index facilitates search for specific tools or topics. Lower-division undergraduate through professional. W. C. Struning Seton Hall University
目录
Part 1 Nature of Market Research |
Planning for Market Research |
Part 2 Secondary Research |
Customer Visits |
The Focus Group |
Survey Research |
Choice Modeling |
Experimentation |
Part 3 New Market Research Techniques |
Combining Research Techniques into Strategies |