Building a Better Market Focus 3rd Revised edition
By (author) Edward F. McQuarrie
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Customer Visits by Edward F. McQuarrie
Book DescriptionVisits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.
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Book DetailsISBN: 9780765622242
(229mm x 152mm x 18mm)
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 15-Aug-2008
Country of Publication: United States
Books By Author Edward F. McQuarrie
Market Research Toolbox, Paperback (July 2015)
An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills.
Go Figure! New Directions in Advertising Rhetoric, Hardback (December 2007)» View all books by Edward F. McQuarrie
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. This volume assembles fresh perspectives on this topic. It also provides a view of the advertising rhetoric.
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