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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Customer Visits: Building a Better Market Focus - Building a Better Market Focus (Hardcover, 3rd edition)
Loot Price: R5,421
Discovery Miles 54 210
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Customer Visits: Building a Better Market Focus - Building a Better Market Focus (Hardcover, 3rd edition)
Expected to ship within 12 - 17 working days
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Donate to Against Period Poverty
Total price: R5,441
Discovery Miles: 54 410
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Visits to customers by a cross-functional team of marketers and
engineers play an important role in new product development, entry
into new markets, and in exploring customer satisfaction and
dissatisfaction. The new edition of this widely used professional
resource provides step-by-step instructions for making effective
use of this market research technique.Using a wealth of specific
examples, Edward F. McQuarrie explains how to set feasible
objectives and how to select the right number of the right kind of
customers to visit. One of the leading experts in the field,
McQuarrie demonstrates how to construct a discussion guide and how
to devise good questions, and offers practical advice on how to
conduct face-to-face interviews.Extensively updated throughout,
this third edition includes three new chapters as well as expanded
coverage of the analysis of visit data. It also discusses which
industries and product categories are most (and least) suitable to
the customer visit technique. The author also covers how the
customer visit technique compares to other market research
techniques such as focus groups.
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