The market research toolbox: a concise guide for beginners
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif. [u.a.]
Sage Publ.
1996
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XVIII, 154 S. graph. Darst. |
| ISBN: | 0803958560 0803958579 |
Internformat
MARC
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| 245 | 1 | 0 | |a The market research toolbox |b a concise guide for beginners |c Edward F. McQuarrie |
| 264 | 1 | |a Thousand Oaks, Calif. [u.a.] |b Sage Publ. |c 1996 | |
| 300 | |a XVIII, 154 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturangaben | ||
| 650 | 4 | |a Marketing - Recherche - Méthodologie | |
| 650 | 7 | |a Marketing |2 ram | |
| 650 | 7 | |a Marktonderzoek |2 gtt | |
| 650 | 4 | |a Marketing research -- Methodology | |
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Datensatz im Suchindex
| _version_ | 1804125568590938112 |
|---|---|
| adam_text | Contents
Preface ix
Acknowledgments xvii
PART I
1. Nature of Market Research 3
Technological Innovation and Market Research 5
Distinction 1: Exploratory Versus Confirmatory
Research 7
Distinction 2: Marketing Intelligence Versus Research
Studies 8
Financial Justification for Market Research 10
Suggested Reading 17
2. Planning for Market Research 19
Matching Tools to Decisions 22
Effective Application of Research Tools 25
Summary 34
Dos and Don ts 35
Suggested Reading 35
PART II
3. Secondary Research 39
Procedure 41
Cost Factors 46
Examples 46
Strengths and Weaknesses 47
Dos and Don ts 49
Suggested Reading 49
4. Customer Visits 51
Ad Hoc Visits for Marketing Intelligence 52
Programmatic Visits for Marketing Research 56
Examples 61
Cost 62
Strengths and Weaknesses 62
Dos and Don ts 64
Suggested Reading 64
5. The Focus Group 66
Procedure 67
Cost Factors 68
Examples 69
Strengths and Weaknesses 71
Dos and Don ts 74
Suggested Reading 75
6. Survey Research 77
Procedure 79
Conducting the Survey Yourself 86
Cost Factors 88
Examples 89
Strengths and Weaknesses 92
Dos and Don ts 97
Suggested Reading 99
7. Choice Modeling 101
Conjoint Analysis 102
Direct Weighting of Attribute Importance 106
Strengths and Weaknesses 111
Dos and Don ts 113
Suggested Reading 113
8. Experimentation 115
Crafting Direct Mail Appeals 116
Selecting the Optimal Price 119
Selecting a Product Design 123
Strengths and Weaknesses 124
Dos and Don ts 126
Suggested Reading 127
PART III
9. New Market Research Techniques 131
Usability Testing 132
Contextual Inquiry 136
Computer Simulations 138
Summary 139
Suggested Reading 140
10. Combining Research Techniques Into Strategies 141
Developing New Products 142
Assessing Customer Satisfaction 142
Segmenting a Market 143
Expanding Into New Markets 144
Developing an Advertising Campaign 145
Commentary 145
Index 147
About the Author 153
|
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| building | Verbundindex |
| bvnumber | BV011077602 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2.M383 1996 |
| callnumber-search | HF5415.2.M383 1996 |
| callnumber-sort | HF 45415.2 M383 41996 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)33245188 (DE-599)BVBBV011077602 |
| dewey-full | 658.8/3 658.8/320 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8/3 658.8/3 20 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV011077602 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:03:38Z |
| institution | BVB |
| isbn | 0803958560 0803958579 |
| language | English |
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| physical | XVIII, 154 S. graph. Darst. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
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| publisher | Sage Publ. |
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| spelling | McQuarrie, Edward F. Verfasser (DE-588)131793764 aut The market research toolbox a concise guide for beginners Edward F. McQuarrie Thousand Oaks, Calif. [u.a.] Sage Publ. 1996 XVIII, 154 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Marketing - Recherche - Méthodologie Marketing ram Marktonderzoek gtt Marketing research -- Methodology Marktforschung (DE-588)4037630-8 gnd rswk-swf Forschungsmethode (DE-588)4155046-8 gnd rswk-swf Methode (DE-588)4038971-6 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Methode (DE-588)4038971-6 s DE-604 Forschungsmethode (DE-588)4155046-8 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=007421177&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. The market research toolbox a concise guide for beginners Marketing - Recherche - Méthodologie Marketing ram Marktonderzoek gtt Marketing research -- Methodology Marktforschung (DE-588)4037630-8 gnd Forschungsmethode (DE-588)4155046-8 gnd Methode (DE-588)4038971-6 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4155046-8 (DE-588)4038971-6 |
| title | The market research toolbox a concise guide for beginners |
| title_auth | The market research toolbox a concise guide for beginners |
| title_exact_search | The market research toolbox a concise guide for beginners |
| title_full | The market research toolbox a concise guide for beginners Edward F. McQuarrie |
| title_fullStr | The market research toolbox a concise guide for beginners Edward F. McQuarrie |
| title_full_unstemmed | The market research toolbox a concise guide for beginners Edward F. McQuarrie |
| title_short | The market research toolbox |
| title_sort | the market research toolbox a concise guide for beginners |
| title_sub | a concise guide for beginners |
| topic | Marketing - Recherche - Méthodologie Marketing ram Marktonderzoek gtt Marketing research -- Methodology Marktforschung (DE-588)4037630-8 gnd Forschungsmethode (DE-588)4155046-8 gnd Methode (DE-588)4038971-6 gnd |
| topic_facet | Marketing - Recherche - Méthodologie Marketing Marktonderzoek Marketing research -- Methodology Marktforschung Forschungsmethode Methode |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007421177&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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