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The Market Research Toolbox: A Concise Guide for Beginners Third Edition Edition

3.9 out of 5 stars 18 customer reviews
ISBN-13: 978-1412991742
ISBN-10: 1412991749
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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 2005-12-01) --This text refers to an out of print or unavailable edition of this title.

About the Author

Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California’s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on scholar.google.com or researchgate.net.

 

He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies, 1996–2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie began moderating focus groups in 1980 for Burke Marketing Research. He has consulted for a variety of technology firms and has taught seminars on effective customer visits, managing focus group research, marketing research methods, and similar topics for the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.

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Product Details

  • Paperback: 272 pages
  • Publisher: SAGE Publications, Inc; Third Edition edition (October 12, 2011)
  • Language: English
  • ISBN-10: 1412991749
  • ISBN-13: 978-1412991742
  • Product Dimensions: 8.9 x 5.9 x 0.7 inches
  • Shipping Weight: 12 ounces
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #552,385 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
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.
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By A Customer on June 28, 1999
Format: Paperback
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
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Format: Paperback
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!
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Format: Paperback
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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Format: Kindle Edition
This book is so boring that I feel Mr Edward F. McQuarrie wants the reader to fell sleep while reading his book. The content of the book is great, however, for a communicator, it needs to be written in a more engaging way so the reader keeps interested.
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Format: Paperback
"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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Format: Paperback
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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Format: Hardcover
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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