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.
 Exclusive
Workshop Offer!
Every attendee of this
workshop will receive a BRAND NEW EDITION of Ed
McQuarries landmark book, Customer Visits: Building a
Better Market Focus...read
about this book on Amazon |
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