Customer Visits: Building a Better Market Focus: Building a Better Market Focus: Building a Better Market Focus This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. .

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Titel: Customer Visits: Building a Better Market Focus: Building a Better Market Focus: Building a Better Market Focus
Verlag: Routledge 15 A
Erscheinungsjahr: 2008
Sprache: Englisch
ISBN-10: 0765622254
ISBN-13: 9780765622259
Einband: Paperback
Auflage: 3. Auflage
Zustand: Very Good

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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.

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McQuarrie, Edward F.

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