Description
SAGE Publications Inc The Market Research Toolbox A Concise Guide For Beginners by Edward F. (Francis) McQuarrie
An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox 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 types and techniques. It then examines what objectives can be met by doing market research and the expected payoffs. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modelling and experimentation. The author describes how each technique works along with its costs and uses, tips for success, when and how to use certain techniques and precautions to take while using them. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy. New to the Second Edition: - Chapters 1 and 2 have been extensively revised and updated based on feedback from students. - Chapter 3 on secondary research includes a new section on Internet research. - Chapter 6 will be split into two chapters, one to focus on survey research procedures and the other to focus on questionnaire design. - Chapter 7 will be revised to focus almost exclusively on conjoint analysis, a key tool. - Chapter 9 will be deleted, and relevant material will be moved to other chapters. - Chapter 10 will be expanded to include new topics such as forecasting - An Instructors Resource on CD-ROM will be made available to lecturers adopting the book for course use. It contains PowerPoint slides, case questions, teaching notes for suggested cases that can be linked to the book, and a sample syllabus. Author bioPrefacePlan of the bookWho should read this book?1. Nature and Characteristics of Market ResearchDistinction #1: exploratory vs. confirmatory researchDistinction #2: marketing intelligence vs. market researchRelationship of business strategy to market researchTechnological innovation and market researchConcluding comments Suggested reading2. Planning for Market ResearchDecision problem to research questionTypes of decision problem: the decision cycleMatching tools to decisionsEffective application of research toolsSummaryDos and Don'tsSuggested reading2A. Financial justification for market researchPart II3. Secondary ResearchProcedureSteps to be taken by the firmSteps to be taken for ongoing market intelligence gatheringExamplesStrengths and WeaknessesDos and Don'tsSuggested reading3A: Search strategies for gathering marketing intelligence4. Customer visitsAd hoc visits for marketing intelligenceProgrammatic visits for market researchExamplesCost Strengths and WeaknessesDos and Don'tsSuggested reading5. The focus groupProcedureCost factorsExamplesStrengths and WeaknessesDos and Don'tsSuggested reading6. SamplingTypes of samplesProbability sample or non-probability sample?Why non-probability samples?Qualitative research and judgment samplesThe importance of understanding different types of samplesEstimating the required sample sizeFormula for computing sample sizeEstimating the variance for a proportionvariance variance Sampling reminders and caveatsSuggested reading7. Survey researchProcedureConducting the survey yourselfCost factorsExamplesStrengths and WeaknessesDos and Don'tsSuggested reading8. Questionnaire designProcedureGenerating content for questionnairesBest practices and rules to observeThe questionnaire as a wholeQuestion phrasingAnswer categoriesSuggested reading9. Choice modeling via conjoint analysisDesigning a conjoint analysis studyStrengths and WeaknessesDos and Don'tsSuggested reading10. ExperimentationExample #1: crafting direct mail appealsExample #2: selecting the optimal priceExample #3: selecting a product designCommentaryStrengths and WeaknessesDos and Don'tsSuggested reading11. Data analysisProcedureTypes of data analysis in market researchManagerial perspective on data analysisSuggested readingsSuggested readingsPart III12. Combining Research Techniques into Research StrategiesDeveloping new productsAssessing customer satisfactionSegmenting a marketExpanding into a marketDeveloping an advertising campaign