The Market Research Toolbox: A Concise Guide for Beginners

An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox describes how to think of market research in the context of making a business decision. The Third Edition incorporates: - new material on Web surveys - more information on data analysis and sampling theory for qualitative research. - a new closing chapter illuminating the limitations of market research to clarify when it should be employed.