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Customer Visits: Building a Better Market Focus : Building a Better Market Focus by Edward F. McQuarrie (2008, Trade Paperback)

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About this product

Product Identifiers

PublisherRoutledge

ISBN-100765622254

ISBN-139780765622259

eBay Product ID (ePID)102885202

Product Key Features

Number of Pages256 Pages

LanguageEnglish

Publication NameCustomer Visits: Building a Better Market Focus : Building a Better Market Focus

SubjectCustomer Relations, Consumer Behavior, General, Labor, Marketing / Research

Publication Year2008

TypeTextbook

Subject AreaBusiness & Economics

AuthorEdward F. Mcquarrie

FormatTrade Paperback

Dimensions

Item Height0.5 in

Item Weight11.2 Oz

Item Length9.1 in

Item Width6.1 in

Additional Product Features

Edition Number3

Intended AudienceCollege Audience

IllustratedYes

Edition DescriptionRevised edition,New Edition

Table Of ContentIntroduction; Part 1. Rationale; 1. Why Visit Customers?; 2. Customer Visits as a Distinctive Approach to Market Research; 3. Limits, Boundary Cases, and the Sweet Spot for Customer Visits; Part 2. Procedures; 4. Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers; 5. Planning a Program of Visits; 6. Budgets, Recruitment, Coordination, Team Preparation, and Time Line; 7. Selecting Customers to Visit; 8. Preparing a Discussion Guide; 9. Constructing Good Questions; 10. Conducting the Visits; 11. Completing the Visit Program; Part 3. Analysis; 12. Generalizability of Visit Data; 13. Procedures for the Analysis of Visit Data; 14. The Place of Customer Visits within the Market Research Toolbox; Appendix: Checklist for Conducting a Program of Customer Visits; Bibliography; About the Author; Index.

SynopsisVisits 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.