The Market Research Toolbox; A Concise Guide for Beginners
ISBN: 9781412991742 | 1412991749
Edition: 3rdFormat: Paperback
Publisher: SAGE Publications, Inc
Pub. Date: 10/12/2011
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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 ... MORE
| Preface | |
| Nature and Characteristics of Market Research | |
| Planning for Market Research | |
| Secondary Research | |
| Customer Visits | |
| The Focus Group | |
| Qualitative Sampling and Data Analysis | |
| Survey Research | |
| Questionnaire Design | |
| Choice Modeling via Conjoint Analysis | |
| Experimentation | ... MORE |
| Sampling for Quantitative Research | |
| Quantitative Data Analysis | |
| Combining Research Techniques Into Research Strategies | |
| The Limits of Market Research | |
| Index | |
| About the Author | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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