Department of Marketing
Leavey School of Business & Administration
Santa Clara University
Santa Clara, CA 95053
(408) 554-6960
emcquarrie@mailer.scu.edu
Ph.D., University of Cincinnati (1985): Social Psychology
B.A., Evergreen State College (1976): Psychology and Literature
1996-present Associate Dean for Graduate Studies, Leavey School of Business, Santa Clara University
1992-present Associate Professor, Santa Clara University, Department of Marketing
1985-1992 Assistant Professor, Santa Clara University, Department of Marketing
1982-1984 Instructor, Northern Kentucky University, Department of Marketing
Undergraduate: Principles of Marketing, Advertising Management
Graduate: Marketing Management, Advertising Management
Books
McQuarrie, E. F. The Market Research Toolbox: A Concise Guide for Beginners, Newbury Park, CA: Sage, 1996.
McQuarrie, E. F. Customer Visits: Building a Better Market Focus, Newbury Park, CA: Sage, 1993.
(2) Refereed Journals
McQuarrie, E. F. (1995), "Taking a Road Trip: Customer Visits Help Companies Recharge Relationships and Pass Competitors," Marketing Management 3 (Spring), 8-21.
McQuarrie, E. F. and D. Mick, "Figures of Rhetoric in Advertising Language," Journal of Consumer Research 22, 4 (1996): 420-434.
McQuarrie, E. F. and D. Mick, "On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric," Journal of Consumer Research 19, 3 (1992): 180-197.
A.V. Bruno, E. F. McQuarrie and C. Torgrimson, "The Evolution of New Technology Ventures Over 20 Years: Patterns of Failure, Merger and Survival," Journal of Business Venturing, 7 (1992): 291-302.
M. L. Richins, P. H. Bloch and E. F. McQuarrie, "How Enduring and Situational Involvement Combine to Create Involvement Responses," Journal of Consumer Psychology 1, 2 (1992): 143-153.
McQuarrie, E. F., "The Customer Visit: Qualitative Research for Business-to-Business Marketers," Marketing Research 3, 1 (1991): 15-28.
McQuarrie, E. F. and K. Iwamoto, "Public Opinion Toward Computers As A Function of Exposure," Social Science Computing Review 8, 2 (1990): 221-233.
McQuarrie, E. F., "The Impact of a Discontinuous Innovation: Outcomes Experienced by Owners of Home Computers," Computers in Human Behavior 5 (1989): 227-240.
McQuarrie, E. F., "An Alternative to Purchase Intentions: The Role of Prior Behavior in Consumer Expenditure on Computers," Journal of the Market Research Society 30, 4 (1988): 407-437.
McQuarrie, E. F. and D. Langmeyer, "The Relation of Planned to Actual Spending Among Owners of Home Computers," Journal of Economic Psychology 8 (1987): 141-159.
McQuarrie, E. F. and S. McIntyre, "What Focus Groups Can and Cannot Do: A Reply to Seymour," Journal of Product Innovation Management 4 (1987): 55-60.
Munson, J. M. and E. F. McQuarrie, "The Factorial and Predictive Validities of a Revised Measure of Zaichkowsky's Personal Involvement Inventory," Educational Psychology and Measurement, 47 (1987): 773-782.
McQuarrie, E. F. and S. McIntyre, "Focus Groups and the Development of New Products: Some Guidelines," Journal of Product Innovation Management 3 (1986): 40-47.
McQuarrie, E. F. and D. Langmeyer, "Using Values to Measure Attitudes toward Discontinuous Innovations," Psychology and Marketing 2 (1985): 239-252.
(3) Chapters in Collections
McQuarrie, E. F. "Der Beitrag von Kundenbesuchen zur Kundenzufriedenheit," in Kunden Zufriedenheit: Konzepte, Methoden, Erfahrungen, eds. Hermann Simon and Christian Homburg, Sonderdruck: Gabler, 1995, 294-310.
McQuarrie, E. F. and S. McIntyre, "What the Group Interview Can Contribute to Research on Consumer Phenomenology," in Research in Consumer Behavior, Vol. 4, ed. Elizabeth C. Hirschman, Greenwich, CT: JAI Press, 1990, 165-194.
McQuarrie, E. F., "Advertising Resonance: A Semiological Perspective," in Interpretive Consumer Research, ed. Elizabeth C. Hirschman, Provo, UT: Association for Consumer Research, 1989, 97-114.
(4) Technical Reports
McQuarrie, E. F. and S. McIntyre, "The Customer Visit: An Emerging Practice in Business-to-Business Marketing," Marketing Science Institute Working Paper Series, Report 92-114, May 1992.
McQuarrie, E. F. and S. McIntyre, "Implementing the Marketing Concept Through a Program of Customer Visits," Marketing Science Institute Working Paper Series, Report 90-107, March 1990.
(5) Proceedings
McQuarrie, E. F. and D. Mick, "Reflections on Classical Rhetoric and the Incidence of Figures of Speech in Contemporary Magazine Advertisements," Advances in Consumer Research, Vol. 20, eds. L. McAlister and M. Rothschild, Provo, UT: Association for Consumer Research, 1993: 308-313.
McQuarrie, E. F. and J. M. Munson. "A Revised Product Involvement Inventory: Improved Usability and Validity." Advances in Consumer Research, Vol. 19, edited by John Sherry and Brian Sternthal. Provo, UT: Association for Consumer Research, 1992, pp. 108-115.
McQuarrie, E. F., "How Does an Advertisement Mean--Cue, Claim, Metaphor, Resonance? Discussant Comments," Advances in Consumer Research, Vol. 17, eds. G. Gorn, M. Goldberg & R. Pollay, Provo, UT: Association for Consumer Research, 1990, 658-661.
McQuarrie, E. F. and S. McIntyre, "Conceptual Underpinnings for the Use of Focus Groups in Consumer Research," Advances in Consumer Research, Vol.15, ed. Michael Houston, Provo, UT: Association for Consumer Research, 1988, 580-586.
Munson, J. M. and E. F. McQuarrie, "Shortening the Rokeach Value Survey for Use in Consumer Research," Advances in Consumer Research, Vol.15, ed. Michael Houston, Provo, UT: Association for Consumer Research, 1988, 381-386.
McQuarrie, E. F. and J.M. Munson, "The Zaichkowsky Personal Involvement Inventory: Modification and Extension," Advances in Consumer Research, Vol. 14, eds. Mellanie Wallendorf and Paul Anderson, Provo, UT: Association for Consumer Research, 1987, 36-40.
(6) Book Reviews
McQuarrie, E. F., Review of The Handbook for Focus Group Research, by Thomas L. Greenbaum, and Successful Focus Groups: Advancing the State of the Art, edited by David L. Morgan. Journal of Marketing Research 31 (1994): 434-437.
McQuarrie, E. F., Review of Focus Groups: Theory and Practice, by David W. Stewart and Prem N. Shamdasani. Journal of Marketing Research 28 (1991): 377-380.
McQuarrie, E. F., Review of Designing Qualitative Research by Catherine Marshall and Gretchen Rossman. Journal of Marketing Research 27 (1990): 370-371.
McQuarrie, E. F., Review of Focus Groups as Qualitative Research by David Morgan & The Long Interview by Grant McCracken. Journal of Marketing Research 27 (1990): 114-117.
McQuarrie, E. F., Review of Focus Groups: A Practical Guide for Applied Research by Richard A. Krueger. Journal of Marketing Research 26 (1989): 371-372.
McQuarrie, E. F., Review of The Practical Handbook and Guide to Focus Group Research by Thomas L. Greenbaum & Focus Groups: A Guide for Marketing and Advertising Professionals by Jane Templeton. Journal of Marketing Research 26 (1989): 121-125.
Marketing Science Institute, Market-Driven Quality Competition, 1991. Won first prize in this national competition with a research proposal titled, "The Customer Visit: A Tool for Total Quality Management."
Leavey School of Business, Santa Clara University, 1992. Dean's Teaching award.
University Grant, Santa Clara University, 1989. Develop course on the ethics of advertising and selling.
Marketing Science Institute (with Shelby McIntyre), 1989. Study how customer visits can contribute to a marketing orientation.
Exxon Education Foundation, Science Technology and Society Program (with Kichi Iwamoto), under the auspices of a University Grant from Santa Clara University, 1986. Conduct survey of adult citizens and students about attitudes toward computer technology.
Presidential Grant, Santa Clara University, 1985. Conduct a follow-up survey of computer owners.
National Science Foundation, Sociology Program: Doctoral Dissertation Grant, 1984. Awarded funds to conduct a national survey of owners of home computers.
National Endowment for the Humanities: Youth Grant, 1979. Awarded nine-month stipend to study Greek tragedy and dream interpretation.
Seminars on customer visits, focus groups, and market research for Corporate Marketing Education at Hewlett Packard in the U.S., England, and Germany.
Workshops on customer visits and market research for Sun University, Sun Microsystems.
Occasional seminars on customer visits for Compaq Computer, Digital Equipment, Lotus Development, Network Equipment Technologies, Trane Company, W. R. Grace, Milliken, John Fluke Manufacturing, Pitney-Bowes, CIGNA, and others.
Moderate focus groups for Burke Marketing Research.
SERVICE
Chair, Human Subjects Committee, 1991-1993 (member, 1987-1991).
Member, University Research Committee, 1989-1991.
Member, Undergraduate Curriculum Task Force, 1989-1991.
President, Beta Gamma Sigma Honorary Society, 1992-present (secretary, 1986-92).
Advisor, Business Administration Association, 1987-91.
Association for Consumer Research
American Marketing Association
American Academy of Advertising