014麦肯锡-营销研究工具

CONFIDENTIALMarketResearchToolkitMARKETINGSCIENCECENTERSeptember1995ST-ZXe247/950830SeaHR1TABLEOFCONTENTSQualitativeFocusgroupsIn-depthinterviewsObservationalresearchQuantitativeQuickhitBasicA&UConcepttestAttitudinalImageengineeringConjointanalysisDiscretechoiceCustomerserviceDiarypanelST-ZXe247/950830SeaHR12MARKETINGSCIENCECENTERJohnForsyth–STMikeSherman–NYKevinNuffer–NYAnilKaul–NYMarkLeiter–NYKKDavey–NYJoshuaGoff–NYRichMilliman–ATNeilAllison–SFLindaMiddleton–CHSudeepHaldar–CHXavierAzalbert–LNAngelaLovejoy–LNSidSimmons–LNNirmalaSantiapillai–LNBernhardvonSkerst–HAMarkEsser–DUPeterPrins–AMRamaBijapurkar–BYTheobjectiveofthisdocumentistoprovideaquickoverviewofmarketresearchtechniques.MoredetailcanbefoundintheMarketResearchHandbook(PDNet#6229)orbycontactingamarketingsciencespecialist.ST-ZXe247/950830Sea