Customer Visits: Building a Better Market Focus

Building a Better Market Focus

Business & Finance, Career Planning & Job Hunting, Labor
Cover of the book Customer Visits: Building a Better Market Focus by Edward F. McQuarrie, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Edward F. McQuarrie ISBN: 9781317473473
Publisher: Taylor and Francis Publication: December 18, 2014
Imprint: Routledge Language: English
Author: Edward F. McQuarrie
ISBN: 9781317473473
Publisher: Taylor and Francis
Publication: December 18, 2014
Imprint: Routledge
Language: English

Visits 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Visits 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.

More books from Taylor and Francis

Cover of the book Bringing Lesbian and Gay Rights Into the Mainstream by Edward F. McQuarrie
Cover of the book Commodity Culture in Dickens's Household Words by Edward F. McQuarrie
Cover of the book The Sports Management Toolkit by Edward F. McQuarrie
Cover of the book William Faulkner's Characters by Edward F. McQuarrie
Cover of the book The Second Sophistic by Edward F. McQuarrie
Cover of the book From Me to We by Edward F. McQuarrie
Cover of the book Human Rights In Post-mao China by Edward F. McQuarrie
Cover of the book The Registration and Monitoring of Sex Offenders by Edward F. McQuarrie
Cover of the book Biofuels, Food Security, and Developing Economies by Edward F. McQuarrie
Cover of the book Sustainable Ocean Governance by Edward F. McQuarrie
Cover of the book Franklin D.Roosevelt and Abraham Lincoln: Competing Perspectives on Two Great Presidencies by Edward F. McQuarrie
Cover of the book Vision and Strategy in Indian Politics by Edward F. McQuarrie
Cover of the book Natural Materials of the Holy Land and the Visual Translation of Place, 500-1500 by Edward F. McQuarrie
Cover of the book Wrestling with Destiny by Edward F. McQuarrie
Cover of the book Mama Dada by Edward F. McQuarrie
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy