EDWARD McQUARRIE, Ph.D.
Marketing Department
Santa Clara University
Edward F. McQuarrie is Associate Dean for Graduate Studies in the Leavey School of Business and Associate Professor in the Department of Marketing at Santa Clara University. He received his Ph.D. in social psychology from the University of Cincinnati in 1985 and his B.A. from Evergreen in 1976. His research interests include implementation of a market focus, qualitative research, and technology strategy, on the one hand, and advertising research, rhetoric and semiotics on the other. He has written two books, Customer Visits: Building a Better Market Focus (published in September 1993 by Sage), and The Market Research Toolbox: A Concise Guide for Beginners (published in February 1996 by Sage). He has published articles in the Journal of Consumer Research, Journal of Product Innovation Management, Marketing Management, Marketing Research, Journal of the Market Research Society, and Social Science Computer Review, and has reviewed books on focus groups and qualitative research for the Journal of Marketing Research. He has received grants from the National Endowment for the Humanities, the National Science Foundation, and the Marketing Science Institute.
Professor McQuarrie has twelve years of experience moderating focus groups for Burke Marketing Research of Cincinnati. He 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 other clients.
Phone: 408-554-6960
Fax: 408-554-5056
Email: emcquarrie@mailer.scu.edu
Courses often taught: