California State University, Northridge WordmarkOviatt Library WordmarkOviatt Library Catalog Wordmark
Author McQuarrie, Edward F., author.
Title The market research toolbox : a concise guide for beginners / Edward F. McQuarrie.
Published Los Angeles : SAGE, [2016]
Book Cover

 Floor3  HF5415.2 .M383 2016    IN LIBRARY
Edition Fourth edition.
Description xxi, 373 pages : illustrations ; 23 cm
Content Type text
Format volume
Contents Introduction. Nature and characteristics of market research ; Planning for market research -- Archival research. Secondary research ; Big data -- Qualitative research. Customer visits ; The focus group ; Interview design ; Qualitative sampling and data analysis -- Quantitative research. Survey research ; Questionnaire design ; Experimentation ; Conjoint Analysis ; Sampling for quantitative research ; Quantitative data analysis -- The big picture. Combining research techniques into research strategies ; The limits of market research.
Bibliography Includes bibliographical references and index.
Language Text in English.
Subject Marketing research -- Methodology.
ISBN 1452291586 (paperback)
9781452291581 (paperback)
OCLC number 893457079