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The Market Research Toolbox
Author: Edward F. McQuarrie

ISBN: 9781452291581
Format: Paperback
Number Of Pages: 400
Published: 20 April 2015
Country of Publication: US
Dimensions (cm): 23.3 x 16.2 x 2.1
Description:
An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps you solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, it gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Professionals with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. You will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research. NEW TO THIS EDITION: * New case studies provide vivid examples of market research that can be applied to real-world situations, facilitating easier decision-making * New discussion questions and exercises promote critical thinking by asking you to r...

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