Successful marketing research: the complete guide to getting and using essential information about your customers and competitors
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1996
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 240 S. Ill., graph. Darst. |
| ISBN: | 0471123811 0471123803 |
Internformat
MARC
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| 245 | 1 | 0 | |a Successful marketing research |b the complete guide to getting and using essential information about your customers and competitors |c Edward L. Hester |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS ACKNOWLEDGMENTS xi
INTRODUCTION xiii
1 PLANNING TO SUCCEED 1
Why Entrepreneurs Don t Plan, 2
Why Businesses Fail, 4
The Roles of Marketing Research, 5
The Marketing Concept, 6
The Uses of Marketing Research, 6
Effects of Environmental Factors, 10
The Marketing Mix, 10
Can Businesspeople Do Their Own Research?, 12
iii
CONTENTS
2 KNOWING YOUR MARKET AND YOUR COMPETITION 13
The Importance of Marketing Goals, 14
Using Marketing Research to Find the Easiest Path, 16
Marketing Research after Start Up, 16
Marketing Research When Competition Is Intense, 17
Marketing Research in a Growing or Mature Market, 18
What Are Your Research Goals?, 18
Identify Potential Business Advisors, 25
3 CREATIVE RESEARCH PLANNING 28
Defining the Information You Need, 29
Defining the Problem, 32
Redefining the Problem, 32
The Costs of Not Doing the Research, 34
Determine Where the Information Is, 35
Exploratory Research, 36
Descriptive Studies, 37
Causal Research Designs, 38
Carry Out Your Search, 38
Decide the Most Cost and Time Efficient Way to
Retrieve Your Information, 38
Decide How You Will Process Your Information, 39
Marketing Planning, 40
Monitoring Markets, 40
Problem Solving Research, 41
Work Your Plan, 41
iv
CONTENTS
4 CONVENIENT SOURCES FOR
MARKETING RESEARCH 43
Selecting Print and Electronic Media to Monitor, 43
The Local Business Press, 43
Business Oriented Media, 44
Public Relations versus Advertising, 45
Using Advertising Information for Marketing Research, 47
Newspapers, Radio, and Local Television, 47
Direct Mail, 48
The Telephone Book, 49
Defining the Market, 51
Researching Your Competition, 52
Developing Prospect Mailing Lists, 54
5 THE LIBRARY AND OTHER SECONDARY SOURCES 55
The Reference Librarian, 56
The Library Catalog, 58
The Business Reference Desk, 59
The Reader s Guide and Other Indexes, 60
Selecting Reference Libraries, 61
Special Libraries and Information Centers, 62
Federal Government Data, 63
The National Technical Information Service, 65
State Sources of Information, 68
Other State and Local Sources, 69
Electronic Resources, 69
Books in Print, 69
CD ROM Documents, 69
On line Databases, 72
v
CONTENTS
6 USING THE TELEPHONE 73
Voice Surveys, 74
Exploratory and Experience Interviews, 74
Structured Telephone Interviews, 76
Accessing Information Electronically, 78
Making Use of the Services of Your Telephone Company,
78
Marketing Research with 800 and 900 Numbers, 82
Take Advantage of Telephone Company Reporting
Capabilities, 83
Marketing Research on the Internet, 83
Take Advantage of the Major On line Services, 87
Other Electronic Devices for Retrieving Information, 90
7 REAL INTELLIGENCE TRICKS OF THE TRADE 92
Why Gather Competitive Intelligence?, 93
To Anticipate Change, 93
To Make Strategic Decisions, 93
Defining Strategic Information Needs, 94
Developing Profiles of Your Competitors, 96
Determining What Data You Should Collect, 96
Identify Your Strategic Keys, 98
When Is Competitive Intelligence Valuable?, 98
How to Gather Competitive Intelligence, 102
Sources of Intelligence Information, 103
Published Sources, 103
Government Files, 106
Nonpublished Sources, 107
The Ethics of Competitive Intelligence, 111
vi
CONTENTS
8 PREPARING THE MARKETING PL AN 112
Why Plan?, 113
Strategic versus Tactical Plans, 113
Elements of the Marketing Plan, 115
Identification of Market Opportunities, 117
Marketing Planning, 119
The Major Elements of the Marketing Plan, 119
Marketing Research s Assignments in the Marketing Plan,
124
Execution of the Marketing Plan, 124
Marketing Information Systems, 125
Monitoring Customer Satisfaction, 127
Evaluation of Actual Results, 128
9 COMMUNICATING WITH YOUR CUSTOMERS 129
How to Make Sure Customers Communicate with You, 130
Customer Satisfaction Monitoring Systems, 131
Why Pay for Complaints When You Can Have Them for
Free?, 133
The Value of a Customer, 134
Use Your Normal Customer and Prospecting Calls to Gather
Information, 138
The Partnership of Marketing Research and Marketing, 141
10 MARKETING INFORMATION SYSTEMS 142
Strategic Marketing Databases, 142
Integrating Research and Operations, 143
Continue to Provide for Special Studies, 144
Define Your Information Needs, 144
vii
CONTENTS
Identify Methods to Retrieve the Desired Data, 145
Automating Your Filing System, 146
Internal Sources, 146
External Sources, 147
Why Collect All This Information about Suspects and
Prospects?, 149
Ways to Use Your Marketing Database, 150
Developing a Database Marketing Strategy, 151
Getting Started, 155
Tactical Record Keeping in the MIS, 155
11 CONDUCTING SURVEYS 156
Using Surveys in Marketing Research and Database
Marketing, 156
Can the Small Businessperson Do Her Own Surveying?, 157
Avoiding Biased Surveys, 159
Survey Purpose, 159
Sampling Frames, 160
Random Samples, 161
How to Organize Your Survey Questionnaire, 163
Structured versus Unstructured Questionnaires, 166
Structured Surveys, 166
Unstructured Surveys, 167
What Should Be Measured?, 167
Types of Measurements, 168
Measuring Advertising or Brand Awareness, 169
Measuring Attitudes Using Scales, 170
Good Survey Practices, 176
Disguised versus Undisguised Surveys, 178
viii
corrreNTS
Choosing Between a Mail or Telephone Survey, 179
Telephone Interviewing, 179
Mail Surveys, 181
Summary, 182
12 INTERVIEWING 183
Surveys versus Interviews, 183
Personal Interviews, 185
Focus Groups, 187
When to Use Focus Groups, 187
The Limitations of Focus Groups as a Research Method,
189
Planning a Focus Group, 190
Selecting Panelists, 192
The Focus Group Team, 194
Running a Focus Group, 195
13 PROBLEM SOLVING WITH MARKETING
RESEARCH 197
Defining the Problem, 199
A Case Study, 199
Setting Up the Research Project, 200
Formulating the Decision and Research Problems, 201
Creating the Research Design, 201
Data Collection Methods and Questionnaires, 202
Conducting a Survey, 209
The Sample Design, 210
The Questionnaire, 210
The Survey Method, 211
ix
CONTENTS
Measuring Market Share, 211
Linking Customer Behavior with Marketing Mix
Decisions, 212
Customer Satisfaction Measurements, 216
Advertising Response, 218
Customer Profiles, 219
Conclusions of the Study, 224
Recommendations, 226
Reporting on Research Results, 227
14 MAKING MARKETING RESEARCH A HABIT 229
The Impact of Accelerating Changes, 229
Make Time for Lifelong Learning, 230
Nothing Happens Until You Act, 231
NOTES 232
INDEX 235
x
|
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| discipline | Wirtschaftswissenschaften |
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| isbn | 0471123811 0471123803 |
| language | English |
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| spelling | Hester, Edward L. Verfasser aut Successful marketing research the complete guide to getting and using essential information about your customers and competitors Edward L. Hester New York [u.a.] Wiley 1996 XV, 240 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketingforschung (DE-588)4200055-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007214756&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hester, Edward L. Successful marketing research the complete guide to getting and using essential information about your customers and competitors Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4200055-5 |
| title | Successful marketing research the complete guide to getting and using essential information about your customers and competitors |
| title_auth | Successful marketing research the complete guide to getting and using essential information about your customers and competitors |
| title_exact_search | Successful marketing research the complete guide to getting and using essential information about your customers and competitors |
| title_full | Successful marketing research the complete guide to getting and using essential information about your customers and competitors Edward L. Hester |
| title_fullStr | Successful marketing research the complete guide to getting and using essential information about your customers and competitors Edward L. Hester |
| title_full_unstemmed | Successful marketing research the complete guide to getting and using essential information about your customers and competitors Edward L. Hester |
| title_short | Successful marketing research |
| title_sort | successful marketing research the complete guide to getting and using essential information about your customers and competitors |
| title_sub | the complete guide to getting and using essential information about your customers and competitors |
| topic | Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marktonderzoek Marketing research Marketingforschung |
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