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.
Conjoint Analysis
Conjoint Analysis
Conjoint analysis is the best-known example of a larger family of procedures that attempt to model the factors that underlie and drive consumer choice. Any procedure that attempts to analyze how different factors combine to influence the choice of one product over another can be considered a kind of choice modeling. The underlying assumption is that any product or service offering can be conceptualized as a bundle of attributes. Each of these attributes may be more or less important to any particular buyer, and each attribute has multiple levels: It may be delivered to a greater or lesser degree by any particular product offering. Gas mileage, engine horsepower, and warranty length would be familiar examples of automobile attributes. In general, attributes ...
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