CART

(0) items

The Market Research Toolbox; A Concise Guide for Beginners,9781412991742
This item qualifies for
FREE SHIPPING!

FREE SHIPPING OVER $59!

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

The Market Research Toolbox; A Concise Guide for Beginners

by
Edition:
3rd
ISBN13:

9781412991742

ISBN10:
1412991749
Format:
Paperback
Pub. Date:
10/12/2011
Publisher(s):
SAGE Publications, Inc
List Price: $63.00

Buy New Textbook

Special Order: 1-2 Weeks
N9781412991742
$61.43

eTextbook


 
Duration
Price
$34.02

Rent Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

More New and Used
from Private Sellers
Starting at $63.00
See Prices

Questions About This Book?

What version or edition is this?
This is the 3rd edition with a publication date of 10/12/2011.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

Summary

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. ˘What├ s New÷ sections have been added to every chapter and new examples are included throughout the text, along with updated suggested readings and references.

Table of Contents

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
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.


Please wait while the item is added to your cart...