Customer Visits: Building a Better Market Focus

Customer Visits: Building a Better Market Focus
Author :
Publisher : Routledge
Total Pages : 232
Release :
ISBN-10 : 9781317473480
ISBN-13 : 1317473485
Rating : 4/5 (485 Downloads)

Book Synopsis Customer Visits: Building a Better Market Focus by : Edward F. McQuarrie

Download or read book Customer Visits: Building a Better Market Focus written by Edward F. McQuarrie and published by Routledge. This book was released on 2014-12-18 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


Customer Visits: Building a Better Market Focus Related Books

Customer Visits: Building a Better Market Focus
Language: en
Pages: 232
Authors: Edward F. McQuarrie
Categories: Business & Economics
Type: BOOK - Published: 2014-12-18 - Publisher: Routledge

DOWNLOAD EBOOK

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 expl
Customer Visits: Building a Better Market Focus
Language: en
Pages: 344
Authors: Edward F. McQuarrie
Categories: Business & Economics
Type: BOOK - Published: 2014-12-18 - Publisher: Routledge

DOWNLOAD EBOOK

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 expl
The Market Research Toolbox
Language: en
Pages: 273
Authors: Edward F. McQuarrie
Categories: Business & Economics
Type: BOOK - Published: 2012 - Publisher: SAGE

DOWNLOAD EBOOK

An ideal resource for those who want to conduct market research but have little experience in doing so, this book describes how each technique works along with
Marketing of High-technology Products and Innovations
Language: en
Pages: 584
Authors: Jakki J. Mohr
Categories: Business & Economics
Type: BOOK - Published: 2010 - Publisher: Pearson Prentice Hall

DOWNLOAD EBOOK

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small
Customer Visits
Language: en
Pages: 274
Authors: Edward F. McQuarrie
Categories: Business & Economics
Type: BOOK - Published: 1998-04-02 - Publisher: SAGE Publications, Incorporated

DOWNLOAD EBOOK

McQuarrie (marketing, Santa Clara U.) explains how businesses that market to businesses, and particularly firms that offer product categories that are technical