Market Research Toolbox

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 Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on scholar.google.com or researchgate.net. He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies, 1996-2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie began moderating focus groups in 1980 for Burke Marketing Research. He has consulted for a variety of technology firms and has taught seminars on effective customer visits, managing focus group research, marketing research methods, and similar topics for the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.

• Preface Chapter 1. Nature and Characteristics of Market Research Chapter 2. Planning for Market Research Chapter 3. Secondary Research Chapter 4. Customer Visits Chapter 5. The Focus Group Chapter 6. Qualitative Sampling and Data Analysis Chapter 7. Survey Research Chapter 8. Questionnaire Design Chapter 9. Choice Modeling via Conjoint Analysis Chapter 10. Experimentation Chapter 11. Sampling for Quantitative Research Chapter 12. Quantitative Data Analysis Chapter 13. Combining Research Techniques Into Research Strategies Chapter 14. The Limits of Market Research Index About the Author