The Market Research Toolbox: A Concise Guide for Beginners (Paperback)

by Professor Edward F. McQuarrie (Author)

Editorial Reviews

Review
"McQuarrie presents an overview of market research for a manager and others who seek an understanding of the subject. . . .The choice of tools reflects current trends and includes business-to-business as well as consumer applications. The presentation is comprehensive, concise, and nontechnical." (W.C. Struning CHOICE ) --This text refers to the Hardcover edition.

Product Description
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. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modelling 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 t

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Product Details

• Paperback: 176 pages
• Publisher: Sage Publications, Inc; illustrated edition edition (February 13, 1996)
• Language: English
• ISBN-10: 0803958579
• ISBN-13: 978-0803958579
• Product Dimensions: 9 x 6 x 0.5 inches
• Shipping Weight: 10.2 ounces
• Average Customer Review: 3.9 out of 5 stars See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #693,705 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

49 of 50 people found the following review helpful:

5.0 out of 5 stars Remarkable and perfectly titled, September 10, 2001

By	J. Grey (Indianapolis, IN USA) - See all my reviews (REAL NAME)

If you're dipping your toes into the waters of market research, you need this book. Its title is perfect: This really *is* a toolbox, written concisely for beginners.

I bought this book when my boss assigned me a market research task that could determine company direction. He gave me the task because of my past work with surveys and usability testing. I wasn't comfortable flying by the seat of my pants on this one -- determining company direction isn't the same as determining what people didn't like about a Help system you created or determining what does and doesn't work well in a computer program's user interface.

So I bought this book, and I'm glad I did. McQuarrie minced no words in explaining what market research is and what market research can and can't do for you. He next helped me determine the real goal for my research, and showed me what market-research tools are best suited for achieving that goal. He even told me what tools *not* to use. He did all this in the first 35 pages. The rest of the book describes the tools in the box. I only read the chapters about the tools relevant to my task. Within two hours, I had learned exactly what I needed to know for success -- no more, and no less.

I especially appreciate McQuarrie's writing style, which Strunk and White would call "vigorous." He packs a lot of information into very few words.

Take note: McQuarrie explains that his book will help you determine what tools you should use and tell you the basics of using the tool. However, he cautions that you should hire specialists to actually use the tools, because there is a lot of specialized knowledge behind successfully using each one. If you're determined to use these tools yourself, McQuarrie tells you what other books to read to get started.

32 of 34 people found the following review helpful:

5.0 out of 5 stars a quick reference guide, June 28, 1999

By A Customer

A quick reference guide for all projects. It can be just a memory check for experienced people but is invaluable in terms of time and effort for the beginner

19 of 20 people found the following review helpful:

5.0 out of 5 stars Great "toolbox" guide, December 11, 2000

By	Marc Butterfield "huskermarc" (Omaha, NE USA) - See all my reviews

This is a great book to provide a guide throughout any type of market research. I particularly found the section "Combining Research Techniques into Strategies" VERY helpful. It allows you to view a la carte what items you should be aware of when you are performing a certain type of research strategy (i.e., Market Segmentation). This is a "must have" for any type of Marketing or business professional!