Business-to-business market research: identifying, qualifying and understanding your customers
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago, Ill. u.a.
Probus Publ.
1995
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 274 S. |
| ISBN: | 1557385599 |
Internformat
MARC
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| 245 | 1 | 0 | |a Business-to-business market research |b identifying, qualifying and understanding your customers |c Martin P. Block ; Tamara S. Block |
| 264 | 1 | |a Chicago, Ill. u.a. |b Probus Publ. |c 1995 | |
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Datensatz im Suchindex
| _version_ | 1804124686600110080 |
|---|---|
| adam_text | Contents
List of Exhibits vii
Introduction ix
Nature of Business to Business Marketing ix
Derived Demand x
Buying Cycle and Influences xi
Negotiation xiii
Customer Service xiv
1. Business to Business Research 1
Business to Business Marketing Problems 2
The Research Process 7
Ways to Classify Research 14
Research Industry 18
Computerization 24
The Research Budget 26
Integrated Marketing Teams 29
2. Secondary Sources of Information 31
Commercial Databases 34
Internal Information 38
Governmental Information 41
Standard Industrial Classifications 44
Other Secondary Information 48
Appendix: Standard Industrial Classifications 51
3. Research Method and Measurements 55
Concepts and Variables 56
Levels of Measurement 58
Criteria for Measurement Quality 64
Descriptive Analysis 70
Statistical Significance 72
Graphical Analysis 74
V
?
vi Contents
4. Qualitative Research 83
How Qualitative Research Can Be Used 85
Focus Group Interviews Versus One on One Interviews 93
Focus Group Interviews 96
One on One Interviews 122
Concluding Remarks 124
5. Small Sample Quantitative Techniques 125
Sophisticated Measurement and Sample Size 126
Conjoint Analysis 129
Multidimensional Scaling and Preference Mapping 147
Computerized Conjoint and MDS Models 163
Perceptual Mapping and Qualitative Research 165
6. Large Sample Survey Research 175
When Survey Research Is Appropriate 177
Communication Methods 186
Survey Sampling 196
Questionnaire Construction 213
Fielding a Survey Research Project 228
Survey Analysis and Reports 231
7. Marketing Databases 233
Database Fundamentals 234
The Principle of Segmentation 238
Database Applications 256
Index 263
List of Exhibits
EXHIBIT 1.1 The Research Process 8
1.2 Major Sections of a Research Report 12
1.3 Business to Business Information Checklist 19
1.4 Project Cost Estimate 29
EXHIBIT 2.1 Example Breakdown of Standard Industrial
Classification Codes for the Marketing
Research Industry 46
EXHIBIT 3.1 Percent XYZ Installed by Revenue 74
3.2a XYZ Industry Diskette Purchases 77
3.2b XYZ Industry Diskette Purchases 77
3.3 XYZ Product—Graph of Volume, Price, and
Promotion Over Time 78
3.4 Scatterplot Relating Budget Size to Likelihood
of Purchase and Industry Size 79
3.5 Bubble Graph Relating Budget, Likelihood of
Purchase, and Industry Size 79
3.6a Effects of Scaling on Interpretation of Data
(Sales Volume by Territory) 81
3.6b Effects of Scaling on Interpretation of Data
(Sales Volume by Territory) 81
EXHIBIT 4.1 Focus Group Screener 103
4.2 Sample Discussion Guide 113
4.3 Sample Focus Group Budget 122
EXHIBIT 5.1 The Stability of a Percentage in Survey
Research 127
5.2 The Stability of a Rating Scale in Survey
Research 128
5.3 Examples of Where Conjoint Analysis Has
Been Applied 132
5.4 Hypothetical Conjoint Output for Fax Machine 134
viii List of Exhibits
5.5 Partworth Diagrams for Hypothetical Fax
Example 135
5.6 Relative Importance of Various Fax Attributes 136
5.7 Determining Feature Levels for Conjoint
Analysis 138
5.8 Trade off Conjoint Matrices 140
5.9 Product Desriptions in a Full Profile
Conjoint Example 143
5.10 Example Conjoint Presentation 145
5.11 Multidimensional Scaling Perceptual Map 148
5.12 Example MDS Concepts for the Copier
Category 152
5.13 Examples of MDS Similarity Measures 154
5.14 Copier MDS Map with Brands Only 155
5.15 Copier MDS Map with Descriptors 156
5.16 Perceptual Map with Preference Mapping 160
5.17 Message Strategies for Copier Example 161
5.18 Example Interview Transcript 168
5.19 Key Words in Example Text 171
5.20 Map of Qualitative Text on Two Convention
Sites 172
EXHIBIT 6.1 Key Segmentation Variables 182
6.2 Disposition of Numbers in a Telephone Survey 206
6.3 Example Mail Survey Cover Letter 210
6.4 Example Reminder Postcard as Follow up to
Mail Survey 211
6.5 Disposition of Sample for Mail Survey 211
6.6 Steps in Questionnaire Construction 214
EXHIBIT 7.1 CHAID Tree Program Response 253
7.2 Depiction of Three Clusters in Two
Dimensions 254
7.3 Example Lead Generation Model 259
|
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| id | DE-604.BV010271786 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T17:49:37Z |
| institution | BVB |
| isbn | 1557385599 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006833201 |
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| owner_facet | DE-739 |
| physical | XIV, 274 S. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Probus Publ. |
| record_format | marc |
| spelling | Block, Martin P. Verfasser aut Business-to-business market research identifying, qualifying and understanding your customers Martin P. Block ; Tamara S. Block Chicago, Ill. u.a. Probus Publ. 1995 XIV, 274 S. txt rdacontent n rdamedia nc rdacarrier Marketing research Investitionsgut (DE-588)4027566-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Investitionsgut (DE-588)4027566-8 s DE-604 Block, Tamara S. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006833201&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Block, Martin P. Block, Tamara S. Business-to-business market research identifying, qualifying and understanding your customers Marketing research Investitionsgut (DE-588)4027566-8 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4027566-8 (DE-588)4037630-8 |
| title | Business-to-business market research identifying, qualifying and understanding your customers |
| title_auth | Business-to-business market research identifying, qualifying and understanding your customers |
| title_exact_search | Business-to-business market research identifying, qualifying and understanding your customers |
| title_full | Business-to-business market research identifying, qualifying and understanding your customers Martin P. Block ; Tamara S. Block |
| title_fullStr | Business-to-business market research identifying, qualifying and understanding your customers Martin P. Block ; Tamara S. Block |
| title_full_unstemmed | Business-to-business market research identifying, qualifying and understanding your customers Martin P. Block ; Tamara S. Block |
| title_short | Business-to-business market research |
| title_sort | business to business market research identifying qualifying and understanding your customers |
| title_sub | identifying, qualifying and understanding your customers |
| topic | Marketing research Investitionsgut (DE-588)4027566-8 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Investitionsgut Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006833201&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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