Ebook Free The Market Research Toolbox: A Concise Guide for Beginners Second Edition, by Edward F. (Francis) McQuarrie
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The Market Research Toolbox: A Concise Guide for Beginners Second Edition, by Edward F. (Francis) McQuarrie
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If you want to conduct market research, but feel you have little experience in doing so, we have the ideal updated and revised resource for you! Written in an engaging and active style, the Second Edition of The Market Research Toolbox: A Concise Guide for Beginners 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 techniques. It then goes on to examine what objectives can be met by doing market research and the expected payoffs.
- Sales Rank: #1112419 in Books
- Brand: Brand: SAGE Publications, Inc
- Published on: 2005-06-15
- Original language: English
- Number of items: 10
- Dimensions: 9.00" h x .51" w x 6.00" l, .68 pounds
- Binding: Paperback
- 224 pages
- Used Book in Good Condition
Review
"McQuarrie presents an overview of market research for a manager and others who seek an understanding of the subject. . . .The choice of tools reflects current trends and includes business-to-business as well as consumer applications. The presentation is comprehensive, concise, and nontechnical." (W.C. Struning CHOICE 2005-12-01)
About the Author
Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California’s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on scholar.google.com or researchgate.net.
He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies, 1996–2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie began moderating focus groups in 1980 for Burke Marketing Research. He has consulted for a variety of technology firms and has taught seminars on effective customer visits, managing focus group research, marketing research methods, and similar topics for the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.
Most helpful customer reviews
68 of 69 people found the following review helpful.
Remarkable and perfectly titled
By Jim Grey
If you're dipping your toes into the waters of market research, you need this book. Its title is perfect: This really *is* a toolbox, written concisely for beginners.
I bought this book when my boss assigned me a market research task that could determine company direction. He gave me the task because of my past work with surveys and usability testing. I wasn't comfortable flying by the seat of my pants on this one -- determining company direction isn't the same as determining what people didn't like about a Help system you created or determining what does and doesn't work well in a computer program's user interface.
So I bought this book, and I'm glad I did. McQuarrie minced no words in explaining what market research is and what market research can and can't do for you. He next helped me determine the real goal for my research, and showed me what market-research tools are best suited for achieving that goal. He even told me what tools *not* to use. He did all this in the first 35 pages. The rest of the book describes the tools in the box. I only read the chapters about the tools relevant to my task. Within two hours, I had learned exactly what I needed to know for success -- no more, and no less.
I especially appreciate McQuarrie's writing style, which Strunk and White would call "vigorous." He packs a lot of information into very few words.
Take note: McQuarrie explains that his book will help you determine what tools you should use and tell you the basics of using the tool. However, he cautions that you should hire specialists to actually use the tools, because there is a lot of specialized knowledge behind successfully using each one. If you're determined to use these tools yourself, McQuarrie tells you what other books to read to get started.
0 of 0 people found the following review helpful.
Highly recommended.
By Bobby Borg
Really breaks down a lot of crucial research material in a simple style. Highly recommended.
1 of 1 people found the following review helpful.
Excellent practical teaching tool!
By Larkey Mays, III
I think this will complement any market research text that focuses on quantitative or statistical methods. Excellent resource if you are looking for a practical teaching tool.
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