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Program Info |
About
the Instructor
 Edward
F. McQuarrie is the Associate Dean for Assessment in
the Leavey School of Business and Professor in the
Department of Marketing at Santa Clara University.
Considered to be a leading VOC expert, McQuarrie is also
the author of two ground breaking books on the subject
including Customer Visits: Building a Better Market
Focus and The Market Research Toolbox: A Concise
Guide for Beginners. His research interests include
implementation of a market focus, qualitative research,
and technology strategy, on the one hand, and
advertising research on the other. He has published
articles in the Journal of Consumer Research, Journal
of Customer Psychology, Journal of Product Innovation
Management, Marketing Management, Marketing Research,
Journal of the Market Research Society, Journal of
Advertising, Journal of Advertising Research, and
others. His depth of knowledge in the topic area is
reflected in support from the Marketing Science
Institute among others.
 Professor
McQuarrie has twelve years of experience moderating
focus groups for Burke Marketing Research of Cincinnati,
has consulted for a variety of technology firms, and has
taught seminars on Effective Customer Visits, Managing
Focus Group Research, Marketing Research Methods, and
similar topics for Hewlett Packard, Sun Microsystems,
Digital Equipment, Apple Computer, Compaq Computer,
Informix, Sybase, Varian Associates, Cadence Design, and
others.
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BRING YOUR
WHOLE TEAM FOR JUST ONE FEE!
Limited
space available
Reserve your spot:
This innovative and
collaborative course features:
Three (3) live,
online workshops - July 15, 22 and 29
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Planning a Customer
Visits Program -
Thursday, July 15 - Noon-4:00pm ET
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Designing a Discussion Guide,
Constructing Good Questions and Honing Your
Interview Skills
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Thursday, July 22 - Noon-4:00pm ET
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Post Visit Data
Analysis, Course Wrap-Up and Action Items
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Thursday, July 29 - Noon-4:00pm ET
[MORE
INFO] |
