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The Market Research Toolbox
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The Market Research Toolbox
A Concise Guide for Beginners

Fourth Edition
Additional resources:


April 2015 | 400 pages | SAGE Publications, Inc

An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox describes how to use market research to make strategic business decisions.

This comprehensive collection of essential market research techniques, skills, and applications helps you solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, it gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches.

Professionals with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. You 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. 

NEW TO THIS EDITION:

  • New case studies provide vivid examples of market research that can be applied to real-world situations, facilitating easier decision-making
  • New discussion questions and exercises promote critical thinking by asking you to reflect on and develop a deeper understanding of the content
  • New suggested readings offer additional in-depth and specialized market research information to help you go beyond introductory concepts and master specific issues
  • New chapter on Big Data demonstrates how the availability of vast quantities of customer data opens up new opportunities to gain a strategic advantage
  • New chapter on interview design introduces you to the basics of question selection and also provides examples of good and bad questioning techniques
  • Expanded coverage of qualitative sampling and data analysis provides a deeper understanding of how to design and implement qualitative samples, as well as differentiating and integrating qualitative and quantitative sampling.
 
Preface
Plan of the Book  
Who Should Read This Book?  
A Note on Pedagogy  
Acknowledgments  
 
PART I: Introduction
 
1. Nature and Characteristics of Market Research
How Many Kinds of Market Research?  
Research Techniques  
Discussion Questions  
Suggested Readings  
 
2. Planning for Market Research
From Decision Problem to Information Gap  
Types of Decision Problems: The Decision Cycle  
Matching Tools to Decisions  
Effective Application of Research Tools  
Summary  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
Appendix 2A: Financial Planning for Market Research  
 
PART II: Archival Research
 
3. Secondary Research
Procedure  
Examples  
Future Directions  
Strengths and Weaknesses  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
Appendix 3A: Search Techniques for Gathering Market Information  
Summary: Search Strategy for Secondary Research  
 
4. Big Data
Before Big Data  
Procedure  
Future Directions  
Strengths and Weaknesses  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
PART III: Qualitative Research
 
5. Customer Visits
Programmatic Customer Visits for Market Research  
Examples of Visit Programs  
Hybrid and Ad Hoc Examples  
Cost  
Strengths and Weaknesses  
Future Directions  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
6. The Focus Group
Applications  
Comparison to Customer Visits  
Procedure  
Cost Factors  
Examples  
Future Directions  
Strengths and Weaknesses  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
7. Interview Design
Style of Questioning  
Procedure for Question Selection  
Some Good (and Bad) Questions  
Good (and Bad) Interviewer Behaviors  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
8. Qualitative Sampling and Data Analysis
Why Sampling?  
Projection from N = 1  
Projections From Qualitative Samples of N is less than or equal to 32  
Binomial Inferences  
Multinomial Inferences  
Measures of Association  
Summary: Rules of Thumb  
Implementing Qualitative Samples  
Qualitative vs. Quantitative Sampling—An Integration  
Qualitative Data Analysis  
Discussion Questions  
Suggested Readings  
 
PART IV: Quantitative Research
 
9. Survey Research
Procedure  
Conducting the Survey Yourself  
Cost Factors  
Applications  
Future Directions  
Strengths and Weaknesses  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
10. Questionnaire Design
Procedure  
Generating Content for Questionnaires  
Best Practices and Rules to Observe  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
Chapter 11: Experimentation
Example 1: Crafting Direct Marketing Appeals  
Commentary on Direct Marketing Example  
Example 2: Selecting the Optimal Price  
Commentary on Pricing Example  
Example 3: Concept Testing—Selecting a Product Design  
Commentary on Product Design Example  
Example 4: A-B Tests for Website Design  
Commentary on the A-B Test Example  
General Discussion  
Future Directions  
Strengths and Weaknesses  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
12. Conjoint Analysis
Designing a Conjoint Analysis Study  
Future Directions  
Strengths and Weaknesses  
Choosing Among Options for Experimentation  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
13. Sampling for Quantitative Research
Types of Samples  
The Terrible Beauty of Probability Samples  
How to Draw a Probability Sample  
Estimating the Required Sample Size  
Formula for Computing Sample Size  
Estimating the Variance for a Proportion  
Estimating the Variance for a Mean Value  
Sampling Reminders and Caveats  
Discussion Questions  
Suggested Readings  
 
14. Quantitative Data Analysis
Procedure  
Types of Data Analysis in Market Research  
Managerial Perspective on Data Analysis  
Dos and Don’ts  
Discussion Questions  
Suggested Readings  
 
PART V: The Big Picture
 
15. Combining Research Techniques Into Research Strategies
Developing New Products  
Redesigning a Website  
Assessing Customer Satisfaction  
Segmenting a Market  
Expanding Into New Markets  
Repositioning a Brand  
Developing an Advertising Campaign  
Commentary  
Discussion Questions  
 
16. The Limits of Market Research
Identifying Boundary Conditions  
Formulating Boundary Conditions  
When Quantitative Market Research Can’t Be Done  
What Qualitative Research Can Do  
Summary and Conclusion  
Discussion Questions  
Suggested Readings  
 
Index
 
About the Author

Supplements

Instructor Resource Site
Calling all instructors!
It’s easy to log on to SAGE’s password-protected Instructor Teaching Site at http://study.sagepub.com/mcquarrie4e for complete and protected access to all text-specific Instructor Resources for The Market Research Tooldbox, Fourth Edition, by Edward F. McQuarrie. Simply provide your institutional information for verification and within 72 hours you’ll be able to use your login information for any SAGE title! 

Password-protected
Instructor Resources include the following:
  • A sample exam with the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course.
  • A sample course syllabus provides a suggested model for use when creating the syllabi for your courses.
  • Suggested group project guidelines are designed to promote students’ in-depth engagement with course material.
  • Suggestions for using the book provide session-by-session tips for using the text in graduate and undergraduate courses.

“Reading this book is like having a conversation with an experienced, knowledgeable practitioner of marketing and marketing research. The conversational style makes the book easy to read and conveys the information in a friendly, but important way.”

Ronald Goldsmith
Florida State University - Tallahassee

New edition addressed Big Data and a process for conducting marketing research in practice.

Dr Mark Peterson
Mgt. & Marketing Dept., University Of Wyoming
January 12, 2016

An integrated approach which students seem to find easy to follow.

Dr Joseph Vella
Marketing , University of Malta
September 4, 2015

This is a core text for any marketing student or researcher looking for ideas and justifications for their research design. It provides a thorough grounding in traditional and contemporary issues and uses an engaging style to hook the reader.

Mr Paul Matthews
Business Administration , University College Birmingham
February 5, 2015

Sample Materials & Chapters

Chapter 2

Chapter 7


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Edward F. McQuarrie

Edward F. McQuarrie is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California’s Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in... More About Author

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ISBN: 9781452291581
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