3rd Edition
Customer Visits: Building a Better Market Focus Building a Better Market Focus
By Edward F. McQuarrie
Copyright 2008
256 Pages
by
Routledge
256 Pages
by
Routledge
256 Pages
by
Routledge
Also available as eBook on:
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,... Read more
Introduction; Part 1. Rationale; 1. Why Visit Customers?; 2. Customer Visits as a Distinctive Approach to Market Research; 3. Limits, Boundary Cases, and the Sweet Spot for Customer Visits; Part 2. Procedures; 4. Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers; 5. Planning a Program of Visits; 6. Budgets, Recruitment, Coordination, Team Preparation, and Time Line; 7. Selecting Customers to Visit; 8. Preparing a Discussion Guide; 9. Constructing Good Questions; 10. Conducting the Visits; 11. Completing the Visit Program; Part 3. Analysis; 12. Generalizability of Visit Data; 13. Procedures for the Analysis of Visit Data; 14. The Place of Customer Visits within the Market Research Toolbox; Appendix: Checklist for Conducting a Program of Customer Visits; Bibliography; About the Author; Index.
Biography
McQuarrie, Edward F.
