The Market Research Toolbox: A Concise Guide for Beginners

The Market Research Toolbox: A Concise Guide for Beginners

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SKU: SONG1452291586
UPC: 9781452291581
Brand: Sage Publications
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Understanding marketing research to make better business decisionsAn ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve realworld business problems in a dynamic and rapidly changing business atmosphere. Based on realworld experiences, author Edward F. McQuarrie gives special attention to businesstobusiness markets, technology products, Big Data, and other webenabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.

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