Customer Visits

Customer Visits

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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.For these reasons, excessive rigidity would be an indication that someone is not well qualified to lead customer visit interviews. ... far more highly paid than those who conduct polls for Gallup or Harris (including equipment, benefits, and other support costs, ... Importance of Open-Ended Questions There are a small number of questions that are widely applicable to a great variety of customer visit situations, and examples of these workhorse questions are given in the next few sections.


Title:Customer Visits
Author: Edward F. McQuarrie
Publisher:Routledge - 2014-12-18
ISBN-13:

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