The Market Research Toolbox Fourth Edition 2 3 The Market Research Toolbox A Concise Guide for Beginners Fourth Edition Edward F. McQuarrie Santa Clara University 4 FOR INFORMATION: SAGE Publications, Inc. 2455 Teller Road Thousand Oaks, California 91320 E-mail:
[email protected] SAGE Publications Ltd. 1 Oliver’s Yard 55 City Road London EC1Y 1SP United Kingdom SAGE Publications India Pvt. Ltd. B 1/I 1 Mohan Cooperative Industrial Area Mathura Road, New Delhi 110 044 India SAGE Publications Asia-Pacific Pte. Ltd. 3 Church Street #10-04 Samsung Hub Singapore 049483 Copyright © 2016 by SAGE Publications, Inc. All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher. Printed in the United States of America. A catalog record of this book is available from the Library of Congress. ISBN 978-1-4522-9158-1 This book is printed on acid-free paper. Acquisitions Editor: Maggie Stanley Supervising eLearning Editor: Katie Bierach Editorial Assistant: Nicole Mangona Production Editor: Bennie Clark Allen Copy Editor: Terri Lee Paulsen Typesetter: C&M Digitals (P) Ltd. 5 Proofreader: Susan Schon Indexer: Wendy Allex Cover Designer: Scott Van Atta Marketing Manager: Liz Thornton 6 Contents Preface Part I: Introduction 1. Nature and Characteristics of Market Research 2. Planning for Market Research Part II: Archival Research 3. Secondary Research 4. Big Data Part III: Qualitative Research 5. Customer Visits 6. The Focus Group 7. Interview Design 8. Qualitative Sampling and Data Analysis Part IV: Quantitative Research 9. Survey Research 10. Questionnaire Design 11. Experimentation 12. Conjoint Analysis 13. Sampling for Quantitative Research 14. Quantitative Data Analysis Part V: The Big Picture 15. Combining Research Techniques Into Research Strategies 16. The Limits of Market Research Index About the Author 7 8 Preface This book is aimed at managers and business people. I assume that however accomplished in your own field—computer engineering, perhaps—and however experienced in business, you approach the topic of market research as a beginner. The aim, then, is an initial orientation, a guided tour of the topic—an overview. Until this book came along, the manager seeking such a briefing had few good options: (1) purchase a bona fide market research textbook, up to 1,000 pages in length, and try to extract what you need; (2) purchase a series of small vol