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.
Qualitative Sampling and Data Analysis1
Qualitative Sampling and Data Analysis1
This chapter is the first of two discussions of sampling; the second, in Chapter 13, will consider sampling issues that come up in quantitative market research, especially survey research. Here I focus on sampling issues associated with qualitative research such as customer visits and focus groups. Since it comes first in the sequence, this chapter will also cover some basics common to sampling across qualitative and quantitative research. Conversely, while this chapter combines the topics of sampling and data analysis in the qualitative case, the topic of quantitative data analysis is so large ...
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