• Part 1 Rationale; Chapter 1 Why Visit Customers?; Chapter 2 Customer Visits as a Distinctive Approach to Market Research; Chapter 3 Limits, Boundary Cases, and the Sweet Spot for Customer Visits; Part 2 Procedures; Chapter 4 Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers; Chapter 5 Planning a Program of Visits; Chapter 6 Budgets, Recruitment, Coordination, Team Preparation, and Time Line; Chapter 7 Selecting Customers to Visit; Chapter 8 Preparing a Discussion Guide; Chapter 9 Constructing Good Questions; Chapter 10 Conducting the Visits; Chapter 11 Completing the Visit Program; Part 3 Analysis; Chapter 12 Generalizability of Visit Data; Chapter 13 Procedures for the Analysis of Visit Data; Chapter 14 The Place of Customer Visits Within the Market Research Toolbox;

"We've asked hundreds of marketers and thought leaders for the most important thing a marketer can do for a firm. Answer: Bring new techniques for discerning real customer needs. That's where Customer Visits comes in. This jewel of a book shows you how to make customer visits powerful tools for customer insight. It's a great read and a powerful resource." -- Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Penn State University "This new edition of Customer Visits is a must-read book for anyone whose firm markets products to other businesses. This is a book I read every few years, just to remind myself what a good execution of a piece of marketing research requires. I always strongly recommend it as a professional purchase to my MBA Marketing Core students. Ed McQuarrie presents a great deal of practical content on how to prepare for, conduct and analyze customer visits - in an enjoyably readable and practical form." -- Abbie Griffin, Royal L. Garff Presidential Chair in Marketing University of Utah This book will interest company representatives and management involved in sales, customer relations, and marketing. It is clearly written and offers an interesting history of the development of the tradition the customer visit. Reference & Research Book News"

• Part 1 Rationale; Chapter 1 Why Visit Customers?; Chapter 2 Customer Visits as a Distinctive Approach to Market Research; Chapter 3 Limits, Boundary Cases, and the Sweet Spot for Customer Visits; Part 2 Procedures; Chapter 4 Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers; Chapter 5 Planning a Program of Visits; Chapter 6 Budgets, Recruitment, Coordination, Team Preparation, and Time Line; Chapter 7 Selecting Customers to Visit; Chapter 8 Preparing a Discussion Guide; Chapter 9 Constructing Good Questions; Chapter 10 Conducting the Visits; Chapter 11 Completing the Visit Program; Part 3 Analysis; Chapter 12 Generalizability of Visit Data; Chapter 13 Procedures for the Analysis of Visit Data; Chapter 14 The Place of Customer Visits Within the Market Research Toolbox;

"We've asked hundreds of marketers and thought leaders for the most important thing a marketer can do for a firm. Answer: Bring new techniques for discerning real customer needs. That's where Customer Visits comes in. This jewel of a book shows you how to make customer visits powerful tools for customer insight. It's a great read and a powerful resource." -- Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Penn State University "This new edition of Customer Visits is a must-read book for anyone whose firm markets products to other businesses. This is a book I read every few years, just to remind myself what a good execution of a piece of marketing research requires. I always strongly recommend it as a professional purchase to my MBA Marketing Core students. Ed McQuarrie presents a great deal of practical content on how to prepare for, conduct and analyze customer visits - in an enjoyably readable and practical form." -- Abbie Griffin, Royal L. Garff Presidential Chair in Marketing University of Utah This book will interest company representatives and management involved in sales, customer relations, and marketing. It is clearly written and offers an interesting history of the development of the tradition the customer visit. Reference & Research Book News"

• Part 1 Rationale; Chapter 1 Why Visit Customers?; Chapter 2 Customer Visits as a Distinctive Approach to Market Research; Chapter 3 Limits, Boundary Cases, and the Sweet Spot for Customer Visits; Part 2 Procedures; Chapter 4 Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers; Chapter 5 Planning a Program of Visits; Chapter 6 Budgets, Recruitment, Coordination, Team Preparation, and Time Line; Chapter 7 Selecting Customers to Visit; Chapter 8 Preparing a Discussion Guide; Chapter 9 Constructing Good Questions; Chapter 10 Conducting the Visits; Chapter 11 Completing the Visit Program; Part 3 Analysis; Chapter 12 Generalizability of Visit Data; Chapter 13 Procedures for the Analysis of Visit Data; Chapter 14 The Place of Customer Visits Within the Market Research Toolbox;

"We've asked hundreds of marketers and thought leaders for the most important thing a marketer can do for a firm. Answer: Bring new techniques for discerning real customer needs. That's where Customer Visits comes in. This jewel of a book shows you how to make customer visits powerful tools for customer insight. It's a great read and a powerful resource." -- Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Penn State University "This new edition of Customer Visits is a must-read book for anyone whose firm markets products to other businesses. This is a book I read every few years, just to remind myself what a good execution of a piece of marketing research requires. I always strongly recommend it as a professional purchase to my MBA Marketing Core students. Ed McQuarrie presents a great deal of practical content on how to prepare for, conduct and analyze customer visits - in an enjoyably readable and practical form." -- Abbie Griffin, Royal L. Garff Presidential Chair in Marketing University of Utah This book will interest company representatives and management involved in sales, customer relations, and marketing. It is clearly written and offers an interesting history of the development of the tradition the customer visit. Reference & Research Book News"