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Showing 1-6 of 6 reviews(4 star). Show all reviews
on April 21, 2000
Good conceptual overview. McQuarrie not only explains the distinction between exploratory and confirmatory market research; he also discusses which tools to use for each.
Tools discussed include secondary research, customer visits, focus groups, surveys, choice modeling, and experimentation. Although he doesn't provide much depth for each, he does provide a bibliography for further reference.
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on October 14, 2006
"If you intend to execute a particular market research project yourself, you will certainly need to read more than this book - for the sake of brevity, this book won't go into a great deal of depth on any single technique, but will merely open the toolbox and explain its contents and application," states author Edward F. McQuarrie, who clearly sums up the purpose of this book in the preface.

This book gives a clear overview of different types of market research (secondary research, customer visits, focus groups, survey research, choice modeling, and experimentation), as well as related topics such as questionnaire design, probability sampling and data analysis. The units end with clear "Do's and Don'ts,' as well as very helpful lists of suggested readings for those interested in learning more about a particular area of research.

While I found this book extremely informative, I personally would have liked a few more examples to clearly illustrate some of the points. In any case, I recommend this book to marketers, who want to learn more about the benefits and limitations of marketing research techniques.
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on January 20, 2009
Many Marketing books focus on statistics and quantitative tools, which are typiclly beyond the budget and expertise of most small and medium sized companies. Other books are heavy on the "glamorous" areas of advertising and promotions. This book is a great introduction to the actual marketing tools that a practisioner will need when creating new products. A good intro for R&D "techies" and project managers who are expected to work alongside with marketers and new product developers. My only complaint is that the price is outrageous for a small softcover book. It only takes a few hours to read.
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on October 28, 2007
I found this book to be very informative. It's a little wordy, though. I would have preferred to have a summary for each chapter as a quick reference. I especially liked the Do's and Don'ts, and References and Suggested Readings after each chapter.
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on March 20, 2006
For beginners in marketing research, this book will give you a strong understanding of the basic approaches and the relative values of different strategies.

The best value this book should provide are to people who believe that their business is doing market research by interviewing a few customers or conducting an occasional study. This book will clearly articulate the value and the errors that limited study can offer your business or group.

Especially valuable to Product Managers, Sales People, and their managers.
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on October 24, 2005
Great book for research for the non-marketing professional trying to learn more about those specific skills.
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