The Market Research Toolbox :
McQuarrie, Edward F.,
The Market Research Toolbox : A Concise Guide for Beginners / Edward F. McQuarrie. - Fourth edition. - Dilhi : Sage, 2016. - xxi, 373 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Introduction. Nature and characteristics of market research ; Planning for market research -- Archival research. Secondary research ; Big data -- Qualitative research. Customer visits ; The focus group ; Interview design ; Qualitative sampling and data analysis -- Quantitative research. Survey research ; Questionnaire design ; Experimentation ; Conjoint Analysis ; Sampling for quantitative research ; Quantitative data analysis -- The big picture. Combining research techniques into research strategies ; The limits of market research.
9781452291581 (pbk) 1452291586 (pbk)
2015473614
Marketing research--Methodology.
Marketing research--Methodology.
658.83 / MCM 2016
The Market Research Toolbox : A Concise Guide for Beginners / Edward F. McQuarrie. - Fourth edition. - Dilhi : Sage, 2016. - xxi, 373 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Introduction. Nature and characteristics of market research ; Planning for market research -- Archival research. Secondary research ; Big data -- Qualitative research. Customer visits ; The focus group ; Interview design ; Qualitative sampling and data analysis -- Quantitative research. Survey research ; Questionnaire design ; Experimentation ; Conjoint Analysis ; Sampling for quantitative research ; Quantitative data analysis -- The big picture. Combining research techniques into research strategies ; The limits of market research.
9781452291581 (pbk) 1452291586 (pbk)
2015473614
Marketing research--Methodology.
Marketing research--Methodology.
658.83 / MCM 2016