Title: A good overview
Product review: Good conceptual overview. McQuarrie not only explains the distinction between exploratory and confirmatory market research; he also discusses which tools to use for each.Tools discussed include secondary research, customer visits, focus groups, surveys, choice modeling, and experimentation. Although he doesn't provide much depth for each, he does provide a bibliography for further reference.
Would you say this review depicts the product in a flattering or unflattering light?
