The Market Research Toolbox: A Concise Guide for Beginners
By Edward F. (Francis) McQuarrie.
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...
ISBN(s)
0803958579, 9780803958579
