The market research toolbox : a concise guide for beginners
Author(s)
Bibliographic Information
The market research toolbox : a concise guide for beginners
Sage Publications, c2012
3rd ed
- : pbk
- : hardcover
- Other Title
-
The market research toolbox
Available at 4 libraries
Note
Includes bibliographical references and index
Description and Table of Contents
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 Third Edition incorporates: - new material on Web surveys - more information on data analysis and sampling theory for qualitative research. - a new closing chapter illuminating the limitations of market research to clarify when it should be employed.
Table of Contents
Preface Chapter 1. Nature and Characteristics of Market Research Chapter 2. Planning for Market Research Chapter 3. Secondary Research Chapter 4. Customer Visits Chapter 5. The Focus Group Chapter 6. Qualitative Sampling and Data Analysis Chapter 7. Survey Research Chapter 8. Questionnaire Design Chapter 9. Choice Modeling via Conjoint Analysis Chapter 10. Experimentation Chapter 11. Sampling for Quantitative Research Chapter 12. Quantitative Data Analysis Chapter 13. Combining Research Techniques Into Research Strategies Chapter 14. The Limits of Market Research Index About the Author
by "Nielsen BookData"