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. This text explores market research techniques
such as secondary research, customer visits, focus groups, surveys,
choice modeling 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. The Third Edition of The Market Research Toolbox
incorporates new material on Web surveys along with more
information on data analysis and sampling theory for qualitative
research. Additionally, a new closing chapter illuminates the
limitations of market research to clarify when it should be
employed. oWhatAEs Newo sections have been added to every chapter
and new examples are included throughout the text, along with
updated suggested readings and references.
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