Marketing Research/query


Good day
As a student of market research, what are the names of excellent guides, books, resources etc.. that can answer the following:
1. what market research tools and techniques to use for various market research issues?
2. where I find a list of the various market research tools, techniques and methods with brief descriptions and when to for various situations.

Sam - this is a good summary of market research methods and applications.

Make sure that your methods are appropriate for the questions that you want to answer.  For example, a market forecast should be based on quantitative methods.  Qualitative methods are not useful for prediction, but for understanding trends.

Conduct searches for specific types of issues.

Marketing Research

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Katherine A. O'Neill


I can answer questions about what kinds of research techniques to use to address specific issues - the difference between qualitative and quantitative research. I can answer questions about types of qualitiative research techniques - including focus groups, interviews, online research, projective techniques and others. In addition, I can provide direction to sources on healthcare research and statistics.


I have been a market research analyst and consultant for 20 years in the pharmaceutical and biotech industries. I have personally conducted hundreds of interviews and focus groups with healthcare professionals and consumers

Healthcare Businesswomen's Association Pharmaceutical Marketing Research Group

Ph.D. Experimental Psychology, University of Rhode Island, 1983 B.S., Psychology, Emmanuel College, Boston, 1976

Past/Present Clients
Boehringer Ingleheim, Group DCA, Schering Plough, Pfizer, Optum Health Group, Bayer, Wyeth

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