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.
The Big Picture
Overview
The chapters in this final part fit a “good news, bad news” structure. The good news comes in Chapter 15, which explains how different research techniques can be combined in a way that shores up the weaknesses of each to produce a research strategy that is stronger than any of its component techniques. The goal is to give concrete examples of how research strategies can be assembled, using business situations where managers commonly expect some amount of market research to be helpful—for example, new product development, or repositioning an existing brand.
The bad news comes in Chapter 16. Here I ...
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