Introduction -- Focus of the book -- Background -- Developments since the first and second editions -- Who should read this book -- Acknowledgments -- Rationale -- Why visit customers? -- Customer visits and market focus -- Promise and peril of customer visits -- Additional information --...

"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 book begins by defining market research and discussing some of the...

Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business...