Customer visits: building a better market focus
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Newbury Park u.a.
Sage
1993
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 173 S. graph. Darst. |
| ISBN: | 0803946694 0803946708 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV009650643 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 940609s1993 d||| |||| 00||| eng d | ||
| 020 | |a 0803946694 |9 0-8039-4669-4 | ||
| 020 | |a 0803946708 |9 0-8039-4670-8 | ||
| 035 | |a (OCoLC)28374769 | ||
| 035 | |a (DE-599)BVBBV009650643 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-945 | ||
| 050 | 0 | |a HF5415.1263 | |
| 082 | 0 | |a 658.8/34 |2 20 | |
| 084 | |a QP 620 |0 (DE-625)141911: |2 rvk | ||
| 100 | 1 | |a McQuarrie, Edward F. |e Verfasser |0 (DE-588)131793764 |4 aut | |
| 245 | 1 | 0 | |a Customer visits |b building a better market focus |c Edward F. McQuarrie |
| 264 | 1 | |a Newbury Park u.a. |b Sage |c 1993 | |
| 300 | |a XVII, 173 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Klantgerichtheid |2 gtt | |
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Consumers |x Attitudes | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Industrial marketing |x Research | |
| 650 | 0 | 7 | |a Besuch |0 (DE-588)4144953-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundenbetreuung |0 (DE-588)4297543-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundendienst |0 (DE-588)4135134-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Außendienst |0 (DE-588)4003828-2 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Kundendienst |0 (DE-588)4135134-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Kundenbetreuung |0 (DE-588)4297543-8 |D s |
| 689 | 1 | 1 | |a Besuch |0 (DE-588)4144953-8 |D s |
| 689 | 1 | 2 | |a Außendienst |0 (DE-588)4003828-2 |D s |
| 689 | 1 | |8 1\p |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006380400&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-006380400 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804123993007980544 |
|---|---|
| adam_text | Contents
Acknowledgments ix
Introduction xi
Focus of the Book xii
Background xiv
Who Should Read This Book? xvi
Parti
1. The Contribution of Customer Visits
to a Market Focus 3
Market Focus and Quality 5
Promise of Customer Visits 6
Why Do Market Research of Any Kind? 8
Why Personal Visits? 9
Why Visits by Cross Functional Teams? 16
2. The Customer Visit in Practice:
Some Examples 26
Hewlett Packard 26
Other Firms That Conduct Customer Visits 28
Summary 32
Part II
3. Planning a Program of Visits 35
Why a Program of Visits? 35
Appropriate and Inappropriate Applications 36
Common Types of /Vcmprogrammatic Visits 38
Planning Customer Visit Programs:
Set Objectives 42
Select a Sample 47
Special Cases in Sample Selection 67
Select Team Members 69
Prepare a Discussion Guide 72
Tips for Preparing and Working
With a Discussion Guide 74
Time Frame 76
4. Conducting the Visits 77
Interview Format 77
Interview Roles 84
Interview Skills 90
Questioning Strategies 101
Five Difficult Interview Situations 110
5. Completing the Visit Program 119
Debriefing 119
Analysis and Reporting 121
Dissemination of Results 124
Storage of Results 125
Closure for Customers and the Field 126
Part III
6. The Analysis of Visit Data
and the Question of Generalizability 131
Overview 131
Analysis Strategies 137
Specific Advice for Improving the
Analysis of Visit Data 139
7. The Customer Visit in Perspective 143
Research Planning 144
The Market Research Toolkit 145
Qualitative Versus Quantitative
Market Research 147
Customer Visits Compared With
Surveys and Focus Groups 148
Summary 150
8. History and Future Prospects of
Customer Visits 152
Current Status 153
Future Prospects 155
Appendix A: Checklist for Planning
a Customer Visit Program 160
Appendix B: Methodology for Research
Conducted at Hewlett Packard 163
References 166
Index 169
About the Author 173
|
| any_adam_object | 1 |
| author | McQuarrie, Edward F. |
| author_GND | (DE-588)131793764 |
| author_facet | McQuarrie, Edward F. |
| author_role | aut |
| author_sort | McQuarrie, Edward F. |
| author_variant | e f m ef efm |
| building | Verbundindex |
| bvnumber | BV009650643 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.1263 |
| callnumber-search | HF5415.1263 |
| callnumber-sort | HF 45415.1263 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 620 |
| ctrlnum | (OCoLC)28374769 (DE-599)BVBBV009650643 |
| dewey-full | 658.8/34 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/34 |
| dewey-search | 658.8/34 |
| dewey-sort | 3658.8 234 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01924nam a2200505 c 4500</leader><controlfield tag="001">BV009650643</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">940609s1993 d||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0803946694</subfield><subfield code="9">0-8039-4669-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0803946708</subfield><subfield code="9">0-8039-4670-8</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)28374769</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV009650643</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-945</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.1263</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/34</subfield><subfield code="2">20</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 620</subfield><subfield code="0">(DE-625)141911:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">McQuarrie, Edward F.</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)131793764</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Customer visits</subfield><subfield code="b">building a better market focus</subfield><subfield code="c">Edward F. McQuarrie</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Newbury Park u.a.</subfield><subfield code="b">Sage</subfield><subfield code="c">1993</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVII, 173 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Klantgerichtheid</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Consumers</subfield><subfield code="x">Attitudes</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Customer relations</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Industrial marketing</subfield><subfield code="x">Research</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Besuch</subfield><subfield code="0">(DE-588)4144953-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundenbetreuung</subfield><subfield code="0">(DE-588)4297543-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundendienst</subfield><subfield code="0">(DE-588)4135134-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Außendienst</subfield><subfield code="0">(DE-588)4003828-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Kundendienst</subfield><subfield code="0">(DE-588)4135134-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Kundenbetreuung</subfield><subfield code="0">(DE-588)4297543-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Besuch</subfield><subfield code="0">(DE-588)4144953-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="2"><subfield code="a">Außendienst</subfield><subfield code="0">(DE-588)4003828-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006380400&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-006380400</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| id | DE-604.BV009650643 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:38:35Z |
| institution | BVB |
| isbn | 0803946694 0803946708 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006380400 |
| oclc_num | 28374769 |
| open_access_boolean | |
| owner | DE-945 |
| owner_facet | DE-945 |
| physical | XVII, 173 S. graph. Darst. |
| publishDate | 1993 |
| publishDateSearch | 1993 |
| publishDateSort | 1993 |
| publisher | Sage |
| record_format | marc |
| spelling | McQuarrie, Edward F. Verfasser (DE-588)131793764 aut Customer visits building a better market focus Edward F. McQuarrie Newbury Park u.a. Sage 1993 XVII, 173 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Klantgerichtheid gtt Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Besuch (DE-588)4144953-8 gnd rswk-swf Kundenbetreuung (DE-588)4297543-8 gnd rswk-swf Kundendienst (DE-588)4135134-4 gnd rswk-swf Außendienst (DE-588)4003828-2 gnd rswk-swf Kundendienst (DE-588)4135134-4 s DE-604 Kundenbetreuung (DE-588)4297543-8 s Besuch (DE-588)4144953-8 s Außendienst (DE-588)4003828-2 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006380400&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | McQuarrie, Edward F. Customer visits building a better market focus Klantgerichtheid gtt Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Besuch (DE-588)4144953-8 gnd Kundenbetreuung (DE-588)4297543-8 gnd Kundendienst (DE-588)4135134-4 gnd Außendienst (DE-588)4003828-2 gnd |
| subject_GND | (DE-588)4144953-8 (DE-588)4297543-8 (DE-588)4135134-4 (DE-588)4003828-2 |
| title | Customer visits building a better market focus |
| title_auth | Customer visits building a better market focus |
| title_exact_search | Customer visits building a better market focus |
| title_full | Customer visits building a better market focus Edward F. McQuarrie |
| title_fullStr | Customer visits building a better market focus Edward F. McQuarrie |
| title_full_unstemmed | Customer visits building a better market focus Edward F. McQuarrie |
| title_short | Customer visits |
| title_sort | customer visits building a better market focus |
| title_sub | building a better market focus |
| topic | Klantgerichtheid gtt Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Besuch (DE-588)4144953-8 gnd Kundenbetreuung (DE-588)4297543-8 gnd Kundendienst (DE-588)4135134-4 gnd Außendienst (DE-588)4003828-2 gnd |
| topic_facet | Klantgerichtheid Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Besuch Kundenbetreuung Kundendienst Außendienst |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006380400&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT mcquarrieedwardf customervisitsbuildingabettermarketfocus |