Customer Visits: Building a Better Market Focus
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A01=Edward F. McQuarrie
analysis
Author_Edward F. McQuarrie
Business Process
Category=KJC
Category=KJSM
Category=KJSU
conjoint
Contextual Inquiry
customer feedback analysis
Customer Visit Program
Customer Visits
data analysis techniques
discussion
Discussion Guide
DNA Assay
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Es Ta
face-to-face interview methodology
Field Sales Organization
guide
Large OEMs
Lo Ca
market research methods
Market Research Technique
Pe Rc
Pennsylvania State University
Product Development Management Association
product development research
program
programs
qualitative
qualitative interview design
Quantitative Research
research
Sample Frame
Si Te
Sweet Spot
Ta Ge
Ta Te
Te Ch
team
team-based fieldwork
technique
Visit Program
Product details
- ISBN 9780765622259
- Weight: 317g
- Dimensions: 152 x 229mm
- Publication Date: 15 Apr 2008
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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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.
