Summary
Contents
Subject index
Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web–enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.
Planning for Market Research
Planning for Market Research
The first step in planning a market research study is to identify the underlying decision problem. The importance of this initial step cannot be overemphasized. The more secure the researcher’s grasp of the decision problem, the greater the probability that the results of market research will make a difference to the firm. Conversely, when the decision problem is left tacit or never developed, the research effort may be misguided or may address only part of the problem or even the wrong problem altogether. This is to reiterate that good market research is conducted to serve the needs of business decision makers. If one loses sight of this imperative, then research activities may simply be an expensive way ...
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