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"THE MARKET RESEARCH TOOLBOX: A CONCISE GUIDE FOR BEGINNERS" by Edward F. McQuarrie (Sage 154 pages).
The long run success of a firm ultimately depends upon its ability to get and keep customers. In order for a firm to accomplish this goal, it must have products (or services) that customers desire and for which they are willing to pay. The information as to what customers want is obtained through market research. It is the marketing department that is responsible for obtaining raw information about customers, potential opportunities, and threats from the external environment through a variety of sophisticated techniques and turning this information into useful data which can then be used to make better managerial decisions. The responsibility, however,...