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ePub Customer Visits: Building a Better Market Focus download

by Edward F. (Francis) McQuarrie

ePub Customer Visits: Building a Better Market Focus download
Author:
Edward F. (Francis) McQuarrie
ISBN13:
978-0803946699
ISBN:
0803946694
Language:
Publisher:
SAGE Publications, Inc; 1 edition (September 10, 1993)
Category:
Subcategory:
Marketing & Sales
ePub file:
1293 kb
Fb2 file:
1693 kb
Other formats:
doc lrf lit mbr
Rating:
4.4
Votes:
119

Edward McQuarrie is clearly skilled in the practical use of customer visits (on-site interviews) as a qualitative data collection tool, particularly for B2B products.

Edward McQuarrie is clearly skilled in the practical use of customer visits (on-site interviews) as a qualitative data collection tool, particularly for B2B products.

Edward F. (Francis. McQuarrie is Professor in the Department of Marketing, Leavey School of Business, Santa Clara University. in social psychology from the University of Cincinnati in 1985.

He has also written the book, Customer Visits: Building a Better Market Focus, and published articles in theĀ .

Customer Visits book.

Customer Visits : Building a Better Market Focus. by Edward F. McQuarrie.

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. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique.

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Visits to customers by a cross-functional team of marketers and engineers play an important role in new product. Books related to Customer Visits: Building a Better Market Focus. Creating Value with Big Data Analytics.

Drawing on best practices found at leading technology firms, this book offers a complete guide to all aspects of planning and executing a programme of customer visits, and explains how these can assist new product development and the improvement of customer satisfaction.

A wealth of specific advice is offered on topics such as: kinds of objective; how many customers to visit; how to prepare a discussion guide; how to coordinate visits with the sales force; how to build rapport; effective and ineffective questions to ask customers; and traps and pitfalls in the analysis of data from visit programmes.

  • Edward McQuarrie is clearly skilled in the practical use of customer visits (on-site interviews) as a qualitative data collection tool, particularly for B2B products. His frequent citations of real-world studies that support investment in primary customer research are both useful and validating for industry practitioners engaged in new product definition. I gave this book 4 stars rather than 5 because it falls short in several areas that are important to prospective readers who may be working professionals looking for "a better way" to characterize customer needs.
    Customer requirements are only one (although arguably the most important) data point that influences new product definition. McQuarrie doesn't really position the customer visit method very well in the context of the other variables that drive overall product definition. Secondly, while the book does an excellent job describing how to go about planning and conducting customer visits, it fails to provide more than a cursory treatment of how to use the information collected to develop appropriate, useful, prioritized new product requirements in a resource-constrained environment.
    Other than these few items (which may be outside the focus of the text anyway), I would highly recommend this book. It provides valuable insight to understanding VOC (voice of the customer) and should be included in any serious product development professional's personal library.

  • I found this book to be quite easy to read and also make many useful, hands on types of suggestions of how to set up, conduct and debrief customer interviews. More than that, it also gives you a recipe for starting from scratch if you need it - that is, identifying what your purpose is, who you're going to interview, who should be doing the interviewing from your side (e.g. the Company's 'team'), how to conduct the interview and what to do once you've completed it. For those of you who are already familiar (or even comfortable) with Customer Visits, this book will still give you interesting and useful pointers - such as how to go about getting agreement from the customer to tape an interview and why this could prove invaluable to you in the future. In short, it's not a 'tour de force' for Customer Visit/Marketing junkies, but will surely give even those folks some good information that you can use. For the rest of us, it's quite a useful 'how to' book to start out with.

  • McQuarrie obviously speaks from experience. His book is very practical, easy to navigate. Though, the most important attribute is that it is realistic. The author realizes the realities of the corporate environment and allows the reader to progress towards perfection rather that achieve perfection first time out.
    Ideal book for development teams. Many "how to" ideas and a logical progression.

  • book contains a nice summary of process and key considerations - recommend for those that need to gather customer input for new product development.