# Market Research Toolbox

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Market Research Toolbox

A Concise Guide for Beginners

McQuarrie, Edward F. (Francis)

SAGE Publications Inc

08/2015

400

Mole

Inglês

9781452291581

15 a 20 dias

570

Descrição não disponível.

Preface

Plan of the Book

Who Should Read This Book?

A Note on Pedagogy

Acknowledgments

PART I: Introduction

1. Nature and Characteristics of Market Research

How Many Kinds of Market Research?

Research Techniques

Discussion Questions

Suggested Readings

2. Planning for Market Research

From Decision Problem to Information Gap

Types of Decision Problems: The Decision Cycle

Matching Tools to Decisions

Effective Application of Research Tools

Summary

Dos and Don'ts

Discussion Questions

Suggested Readings

Appendix 2A: Financial Planning for Market Research

PART II: Archival Research

3. Secondary Research

Procedure

Examples

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

Appendix 3A: Search Techniques for Gathering Market Information

Summary: Search Strategy for Secondary Research

4. Big Data

Before Big Data

Procedure

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

PART III: Qualitative Research

5. Customer Visits

Programmatic Customer Visits for Market Research

Examples of Visit Programs

Hybrid and Ad Hoc Examples

Cost

Strengths and Weaknesses

Future Directions

Dos and Don'ts

Discussion Questions

Suggested Readings

6. The Focus Group

Applications

Comparison to Customer Visits

Procedure

Cost Factors

Examples

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

7. Interview Design

Style of Questioning

Procedure for Question Selection

Some Good (and Bad) Questions

Good (and Bad) Interviewer Behaviors

Dos and Don'ts

Discussion Questions

Suggested Readings

8. Qualitative Sampling and Data Analysis

Why Sampling?

Projection from N = 1

Projections From Qualitative Samples of N is less than or equal to 32

Binomial Inferences

Multinomial Inferences

Measures of Association

Summary: Rules of Thumb

Implementing Qualitative Samples

Qualitative vs. Quantitative Sampling-An Integration

Qualitative Data Analysis

Discussion Questions

Suggested Readings

PART IV: Quantitative Research

9. Survey Research

Procedure

Conducting the Survey Yourself

Cost Factors

Applications

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

10. Questionnaire Design

Procedure

Generating Content for Questionnaires

Best Practices and Rules to Observe

Dos and Don'ts

Discussion Questions

Suggested Readings

Chapter 11: Experimentation

Example 1: Crafting Direct Marketing Appeals

Commentary on Direct Marketing Example

Example 2: Selecting the Optimal Price

Commentary on Pricing Example

Example 3: Concept Testing-Selecting a Product Design

Commentary on Product Design Example

Example 4: A-B Tests for Website Design

Commentary on the A-B Test Example

General Discussion

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

12. Conjoint Analysis

Designing a Conjoint Analysis Study

Future Directions

Strengths and Weaknesses

Choosing Among Options for Experimentation

Dos and Don'ts

Discussion Questions

Suggested Readings

13. Sampling for Quantitative Research

Types of Samples

The Terrible Beauty of Probability Samples

How to Draw a Probability Sample

Estimating the Required Sample Size

Formula for Computing Sample Size

Estimating the Variance for a Proportion

Estimating the Variance for a Mean Value

Sampling Reminders and Caveats

Discussion Questions

Suggested Readings

14. Quantitative Data Analysis

Procedure

Types of Data Analysis in Market Research

Managerial Perspective on Data Analysis

Dos and Don'ts

Discussion Questions

Suggested Readings

PART V: The Big Picture

15. Combining Research Techniques Into Research Strategies

Developing New Products

Redesigning a Website

Assessing Customer Satisfaction

Segmenting a Market

Expanding Into New Markets

Repositioning a Brand

Developing an Advertising Campaign

Commentary

Discussion Questions

16. The Limits of Market Research

Identifying Boundary Conditions

Formulating Boundary Conditions

When Quantitative Market Research Can't Be Done

What Qualitative Research Can Do

Summary and Conclusion

Discussion Questions

Suggested Readings

Index

About the Author

Plan of the Book

Who Should Read This Book?

A Note on Pedagogy

Acknowledgments

PART I: Introduction

1. Nature and Characteristics of Market Research

How Many Kinds of Market Research?

Research Techniques

Discussion Questions

Suggested Readings

2. Planning for Market Research

From Decision Problem to Information Gap

Types of Decision Problems: The Decision Cycle

Matching Tools to Decisions

Effective Application of Research Tools

Summary

Dos and Don'ts

Discussion Questions

Suggested Readings

Appendix 2A: Financial Planning for Market Research

PART II: Archival Research

3. Secondary Research

Procedure

Examples

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

Appendix 3A: Search Techniques for Gathering Market Information

Summary: Search Strategy for Secondary Research

4. Big Data

Before Big Data

Procedure

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

PART III: Qualitative Research

5. Customer Visits

Programmatic Customer Visits for Market Research

Examples of Visit Programs

Hybrid and Ad Hoc Examples

Cost

Strengths and Weaknesses

Future Directions

Dos and Don'ts

Discussion Questions

Suggested Readings

6. The Focus Group

Applications

Comparison to Customer Visits

Procedure

Cost Factors

Examples

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

7. Interview Design

Style of Questioning

Procedure for Question Selection

Some Good (and Bad) Questions

Good (and Bad) Interviewer Behaviors

Dos and Don'ts

Discussion Questions

Suggested Readings

8. Qualitative Sampling and Data Analysis

Why Sampling?

Projection from N = 1

Projections From Qualitative Samples of N is less than or equal to 32

Binomial Inferences

Multinomial Inferences

Measures of Association

Summary: Rules of Thumb

Implementing Qualitative Samples

Qualitative vs. Quantitative Sampling-An Integration

Qualitative Data Analysis

Discussion Questions

Suggested Readings

PART IV: Quantitative Research

9. Survey Research

Procedure

Conducting the Survey Yourself

Cost Factors

Applications

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

10. Questionnaire Design

Procedure

Generating Content for Questionnaires

Best Practices and Rules to Observe

Dos and Don'ts

Discussion Questions

Suggested Readings

Chapter 11: Experimentation

Example 1: Crafting Direct Marketing Appeals

Commentary on Direct Marketing Example

Example 2: Selecting the Optimal Price

Commentary on Pricing Example

Example 3: Concept Testing-Selecting a Product Design

Commentary on Product Design Example

Example 4: A-B Tests for Website Design

Commentary on the A-B Test Example

General Discussion

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

12. Conjoint Analysis

Designing a Conjoint Analysis Study

Future Directions

Strengths and Weaknesses

Choosing Among Options for Experimentation

Dos and Don'ts

Discussion Questions

Suggested Readings

13. Sampling for Quantitative Research

Types of Samples

The Terrible Beauty of Probability Samples

How to Draw a Probability Sample

Estimating the Required Sample Size

Formula for Computing Sample Size

Estimating the Variance for a Proportion

Estimating the Variance for a Mean Value

Sampling Reminders and Caveats

Discussion Questions

Suggested Readings

14. Quantitative Data Analysis

Procedure

Types of Data Analysis in Market Research

Managerial Perspective on Data Analysis

Dos and Don'ts

Discussion Questions

Suggested Readings

PART V: The Big Picture

15. Combining Research Techniques Into Research Strategies

Developing New Products

Redesigning a Website

Assessing Customer Satisfaction

Segmenting a Market

Expanding Into New Markets

Repositioning a Brand

Developing an Advertising Campaign

Commentary

Discussion Questions

16. The Limits of Market Research

Identifying Boundary Conditions

Formulating Boundary Conditions

When Quantitative Market Research Can't Be Done

What Qualitative Research Can Do

Summary and Conclusion

Discussion Questions

Suggested Readings

Index

About the Author

**Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.**

Business-to-Business Marketing;B2B Marketing;Qualitative Research;Market Research

Plan of the Book

Who Should Read This Book?

A Note on Pedagogy

Acknowledgments

PART I: Introduction

1. Nature and Characteristics of Market Research

How Many Kinds of Market Research?

Research Techniques

Discussion Questions

Suggested Readings

2. Planning for Market Research

From Decision Problem to Information Gap

Types of Decision Problems: The Decision Cycle

Matching Tools to Decisions

Effective Application of Research Tools

Summary

Dos and Don'ts

Discussion Questions

Suggested Readings

Appendix 2A: Financial Planning for Market Research

PART II: Archival Research

3. Secondary Research

Procedure

Examples

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

Appendix 3A: Search Techniques for Gathering Market Information

Summary: Search Strategy for Secondary Research

4. Big Data

Before Big Data

Procedure

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

PART III: Qualitative Research

5. Customer Visits

Programmatic Customer Visits for Market Research

Examples of Visit Programs

Hybrid and Ad Hoc Examples

Cost

Strengths and Weaknesses

Future Directions

Dos and Don'ts

Discussion Questions

Suggested Readings

6. The Focus Group

Applications

Comparison to Customer Visits

Procedure

Cost Factors

Examples

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

7. Interview Design

Style of Questioning

Procedure for Question Selection

Some Good (and Bad) Questions

Good (and Bad) Interviewer Behaviors

Dos and Don'ts

Discussion Questions

Suggested Readings

8. Qualitative Sampling and Data Analysis

Why Sampling?

Projection from N = 1

Projections From Qualitative Samples of N is less than or equal to 32

Binomial Inferences

Multinomial Inferences

Measures of Association

Summary: Rules of Thumb

Implementing Qualitative Samples

Qualitative vs. Quantitative Sampling-An Integration

Qualitative Data Analysis

Discussion Questions

Suggested Readings

PART IV: Quantitative Research

9. Survey Research

Procedure

Conducting the Survey Yourself

Cost Factors

Applications

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

10. Questionnaire Design

Procedure

Generating Content for Questionnaires

Best Practices and Rules to Observe

Dos and Don'ts

Discussion Questions

Suggested Readings

Chapter 11: Experimentation

Example 1: Crafting Direct Marketing Appeals

Commentary on Direct Marketing Example

Example 2: Selecting the Optimal Price

Commentary on Pricing Example

Example 3: Concept Testing-Selecting a Product Design

Commentary on Product Design Example

Example 4: A-B Tests for Website Design

Commentary on the A-B Test Example

General Discussion

Future Directions

Strengths and Weaknesses

Dos and Don'ts

Discussion Questions

Suggested Readings

12. Conjoint Analysis

Designing a Conjoint Analysis Study

Future Directions

Strengths and Weaknesses

Choosing Among Options for Experimentation

Dos and Don'ts

Discussion Questions

Suggested Readings

13. Sampling for Quantitative Research

Types of Samples

The Terrible Beauty of Probability Samples

How to Draw a Probability Sample

Estimating the Required Sample Size

Formula for Computing Sample Size

Estimating the Variance for a Proportion

Estimating the Variance for a Mean Value

Sampling Reminders and Caveats

Discussion Questions

Suggested Readings

14. Quantitative Data Analysis

Procedure

Types of Data Analysis in Market Research

Managerial Perspective on Data Analysis

Dos and Don'ts

Discussion Questions

Suggested Readings

PART V: The Big Picture

15. Combining Research Techniques Into Research Strategies

Developing New Products

Redesigning a Website

Assessing Customer Satisfaction

Segmenting a Market

Expanding Into New Markets

Repositioning a Brand

Developing an Advertising Campaign

Commentary

Discussion Questions

16. The Limits of Market Research

Identifying Boundary Conditions

Formulating Boundary Conditions

When Quantitative Market Research Can't Be Done

What Qualitative Research Can Do

Summary and Conclusion

Discussion Questions

Suggested Readings

Index

About the Author