The Market Research Toolbox
The Market Research Toolbox, written by Edward F. McQuarrie, is a comprehensive guide to conducting market research. McQuarrie is a distinguished professor of marketing at Santa Clara University and has extensive experience in market research and consumer behavior. He has also authored several other books on marketing research, including Customer Visits: Building a Better Market Focus and Understanding and Managing Customers.
In the introduction of The Market Research Toolbox, McQuarrie notes that market research is crucial for businesses to succeed in today's highly competitive market. The book is designed to provide a step-by-step guide to conducting effective market research that can help businesses gain insights into their customers, competitors, and the overall market.
The book is divided into three parts, with each part focusing on a specific aspect of market research. Part One covers the basics of market research, including defining research objectives, selecting research methods, and analyzing data. Part Two focuses on qualitative research methods, such as focus groups and in-depth interviews, while Part Three covers quantitative research methods, such as surveys and experiments.
McQuarrie emphasizes throughout the book the importance of using a combination of qualitative and quantitative research methods to obtain a comprehensive understanding of the market. He also provides practical tips and examples to help readers apply the concepts discussed in the book to real-world situations.
Overall, The Market Research Toolbox is a valuable resource for anyone involved in market research, whether they are a marketing professional or a business owner. With its clear and concise explanations and practical advice, it can help businesses make informed decisions and gain a competitive edge in the market.
Author: Edward F. (Francis) McQuarrie
Link to buy: https://www.amazon.com/gp/product/1452291586/
Ratings: 4.6 out of 5 stars (from 40 reviews)
Best Sellers Rank: #814,043 in Books
#219 in Business Marketing
#361 in Market Research Business (Books)
