Santa Clara University

Edward F. McQuarrie

Professor of Marketing

Edward F. McQuarrie is a Professor of Marketing in the Leavey School of Business at Santa Clara University. He received his Ph.D. in social psychology from the University of Cincinnati in 1985.

His research interests include qualitative research techniques and market research appropriate to technology products, on the onehand, and advertising research, rhetoric and semiotics on the other. He has written two books, Customer Visits: Building a Better Market Focus, and The Market Research Toolbox: A Concise Guide for Beginners, and published articles in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, Journal of Advertising, Marketing Theory, and elsewhere. He serves on the Editorial Board of the Journal of Consumer Research.

He is currently Faculty Director for Assessment at the Leavey School, responsible for the assessment of learning outcomes and the evaluation ofteaching. He previously served as Associate Dean for Graduate Studies, responsible for the MBA and Executive MBA programs. 

Professor McQuarrie has moderated focus groups since 1980, for Burke Marketing Research among others. He has taught seminars on Effective Customer Visits, Managing Focus Group Research, Marketing Research Methods, and similar topics for Hewlett Packard, Sun Microsystems, the Management Roundtable, and other clients.