Isbn: 9780765622242 - customer visits: building a better market focus: building a better market focus (22 Ergebnisse)

Hardback. Zustand: Fine. In excellent condition, no writing or markings, book is crisp and clean. 100% satisfaction guarantee. Shipped with care in a bubble mailer. Feel free to inquire for photos or more details. I hand inspect every item. --- Edward F. McQuarrie's guide treats customer visits by cross-functional teams of marketers and engineers as a form of qualitative market research. It is in three parts. The first part makes the case for visiting customers and explains how this approach differs from other kinds of market research. It also sets out where visits do not work well and the boundary cases where their use is uncertain. The second part covers the procedure step by step: ad hoc, programmatic and hybrid visits, a seven-step planning method, budgets and recruiting customers, working with the sales force, drawing up a sample, preparing a discussion guide, and writing questions, including how to ask about pricing. It goes on to interview roles and skills, five difficult interview situations, and debriefing, reporting and storing results. The third part deals with how far visit data can be generalized, methods of analysis and visual presentation, and how visits compare and combine with related techniques such as focus groups. An appendix gives a checklist for running a visit program.…

Hardback. Zustand: Good. Zustand des Schutzumschlags: Good. Ex Library book and has stickers or markings as such. NO writing or markings other then from the library, All pages intact and clean, shows minor signs of wear from use. Great reading copy, Save money and recycle books! --- Edward F. McQuarrie presents the customer visit as a qualitative market research method for business-to-business and technology firms, in which cross-functional teams of marketers and engineers go to customers to listen and learn. He gives two reasons for making visits: they help a company build and keep a market focus, and in some situations they are the most suitable research technique available. Three ground rules run through the book: key decision makers take part in person, teams are drawn from several functions, and visits are run as a planned program with objectives, chosen customers, a discussion guide and a reporting plan. Later chapters cover the debrief, analysis, reporting, storing and sharing results, and closing out with customers and field staff. The text also discusses video contact in place of on-site visits, gives more attention to ethnographic observation, and compares visits with other research methods. Ex-Library. …

Hardcover. Zustand: Very Good +. Hardcover. Very Good +.

Zustand: Hervorragend. Zustand: Hervorragend | Seiten: 256 | Sprache: Englisch | Produktart: Bücher | 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.…

Hardcover. Zustand: New.

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Zustand: New. pp. xviii + 213 Figures, Illus.

Zustand: New. pp. xviii + 213 Index.

Zustand: New.

Zustand: New. pp. xviii + 213.

Zustand: New. Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit. Num Pages: 256 pages, tables, figures, bibliography, index. BIC Classification: KJC; KJSM; KJSU. Category: (P) Professional & Vocational. Dimension: 229 x 152 x 18. Weight in Grams: 480. . 2008. 3rd Edition. hardcover. . . . .…

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Hardcover. Zustand: Brand New. 3rd edition. 256 pages. 9.25x5.75x0.50 inches. In Stock.

Zustand: New. Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit. Num Pages: 256 pages, tables, figures, bibliography, index. BIC Classification: KJC; KJSM; KJSU. Category: (P) Professional & Vocational. Dimension: 229 x 152 x 18. Weight in Grams: 480. . 2008. 3rd Edition. hardcover. . . . . Books ship from the US and Ireland.…

Gebunden. Zustand: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. McQuarrie, Edward F.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 .…

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Buch. Zustand: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit.…