The Market Research Toolbox

The Market Research Toolbox

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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.As an example, suppose Verizon is interested in understanding parentsa#39; decisions to buy or not to buy cell phones for their preteen children. The population might be current Verizon landline households or current Verizon Wireless customersanbsp;...

Title:The Market Research Toolbox
Author:Edward F. McQuarrie
Publisher:SAGE Publications - 2011-10-12


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