State-of-the-art marketing research:
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago, Ill.
American Marketing Assoc. [u.a.]
1998
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturangaben |
| Physical Description: | X, 454 S. Ill. |
| ISBN: | 0844234435 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
Part One
Data Collection and Research Systems i
Chapter I
What Is State of the Art Marketing Research? 3
What s in This Chapter 3
The Need for Research As a Marketing Strategy 4
What Is Marketing Research? 7
The Role of Computers in Marketing Research 8
The Changing Role of Marketing Research 12
Chapter 2
Basic Methods of Gathering Information 15
What s in This Chapter 15
Data and Information 15
Sources of Secondary Data 16
Gathering Secondary Data for Exploratory Research 21
Secondary Data As a News Source 26
Secondary Data As Direct Input into Decision Making 28
Specialized Secondary Sources:
Research Journals and Magazines 39
Collecting Primary Data 40
Chapter 3
Two Basic Research Systems 49
What s in This Chapter 49
Competitive Intelligence 49
vi Contents
Marketing Information Systems 60
Secondary Information On Line 67
Part Two
Building the Research Study 71
Chapter 4
Defining the Marketing Problem 73
What s in This Chapter 73
The Critical Nature of Marketing Research 73
Categories of Applied Marketing Research 75
Determining When Marketing
Research Is Needed 77
Defining the Marketing Problem 79
The Place of Marketing Research
in Decision Making 82
Defining the Problem for Marketing Research 86
Chapter 5
Preparing the Research Plan 89
What s in This Chapter 89
Choice of Methodologies 89
Sample Size 90
Selection of a Sample 91
Type of Questions to Be Asked 92
Plan for Analyzing the Data 92
Project Schedule 93
Cost of the Research 94
Limitations of the Study 94
Chapter 6
Using Outside Assistance 95
What s in This Chapter 95
Deciding Whether to Go Outside 95
Types of Research Firms
and What They Offer 96
Finding Potential Research Suppliers 98
Choosing an Outside Research Firm 102
Contents vn
Chapter 7
Collecting Primary Data 107
What s in This Chapter 107
Input from Primary Data 107
Mail Surveys 108
Personal Interviews 116
Telephone Surveys 122
Completely Self Administered Surveys 129
Panels 131
Omnibus Studies 137
Focus Group Interviews 141
Interactive Research 142
Observation 145
Combination Methods of Data Collection 148
Chapter 8
Selecting the Sampling Methods 151
What s in This Chapter 151
Defining the Population 152
Enumerating the Members of a Population 153
Determining the Size of the Sample 159
Selecting the Sample 161
Implementing the Sampling Plan 172
Chapter 9
Developing the Questionnaire 179
What s in This Chapter 179
Implications of Questionnaire Design 179
Parts of a Questionnaire 181
Types of Questions 185
Constructing a Questionnaire 192
Questionnaire Testing 200
Computer Assisted Interviewing 202
Chapter 10
Using Focus Groups 207
What s in This Chapter 207
What Are Focus Groups? 207
vni Contents
What Can Focus Groups Do? 208
Choosing Focus Groups as a Research Method 211
Participants 213
Moderator 215
Preparing for a Session 217
Location of the Group Session 220
The Focus Group Itself 221
Wrap Up and Report 222
Newer Techniques of Group Research 223
Industrial Focus Groups 227
Chapter 11
Summarizing Results 231
What s in This Chapter 231
Options for Data Summary and Analysis 231
Tabulation 232
Editing 234
Coding 235
Elementary Statistics 238
Cross Tabulations 242
Software for Tabulations 247
Software for Summary and
Analysis of Observation Data 252
Chapter 12
Presenting Research Results 255
What s in This Chapter 255
The Audience for the Presentation 255
Presentation Guidelines 256
Written Reports 257
Oral Reports 259
Follow Up 259
Part Three
Applying Marketing Research
to Marketing Problems 261
Chapter 13
New Product Introductions 263
What s in This Chapter 263
New Product Research 263
Contents ix
Generating Ideas for New Products 264
Preliminary Concept Testing 265
Refined Concept Testing 279
Test Markets 287
Life Cycle Forecasting 294
Chapter 14
Specialized Marketing Research Applications 297
What s in This Chapter 297
Product Movement 297
Market Surveys 301
Customer Profiling 303
Market Potential 303
Location Studies 304
Mystery Shopping 305
Customer Satisfaction Research 308
Secondary Market Data 309
Industry Specific Research 311
Chapter 15
Market Segmentation 337
What s in This Chapter 337
Basic Forms of Segmentation 338
Consumer Segmentation 339
Business and Economic Segmentation 352
Geographic Segmentation 354
Chapter 16
Integrating Database Technology and Marketing Research 359
What s in This Chapter 359
Impact of Database Technology 359
Enhanced Interviewing Capabilities 360
Examples of Database Use with Consumers 363
Examples of Database Use with Business Buyers 373
Establishing a Database 374
Data Mining 383
Chapter 17
Measuring Advertising Effectiveness and Media Audience 387
What s in This Chapter 387
Pretesting Advertising Messages 388
x Contents
Measuring Advertising Effectiveness 391
Audience Measurement 396
Creativity in Media Research 400
Chapter 18
Global Marketing Research 409
What s in This Chapter 409
Designing Global Marketing Research 410
Implementing Global Marketing Research 413
Sources of Secondary Data 414
Appendix
Samples of Questionnaires 429
A Day After Recall Questionnaire 429
Telephone Questionnaire About Automobile Service 431
Shopping Habits 436
Business to Business Customer Satisfaction 440
Business to Business Needs Assessment:
Training and Assistance Requirements 441
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:29:55Z |
| institution | BVB |
| isbn | 0844234435 |
| language | English |
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| physical | X, 454 S. Ill. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| publisher | American Marketing Assoc. [u.a.] |
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| spelling | Blankenship, Albert Breneman 1914- Verfasser (DE-588)122726626 aut State-of-the-art marketing research A. B. Blankenship ; George Edward Breen ; Alan Dutka State of the art marketing research Marketing research 2. ed. Chicago, Ill. American Marketing Assoc. [u.a.] 1998 X, 454 S. Ill. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marketingforschung (DE-588)4200055-5 s DE-604 Breen, George E. Verfasser (DE-588)171180674 aut Dutka, Alan F. Verfasser (DE-588)1089310404 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008539026&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Blankenship, Albert Breneman 1914- Breen, George E. Dutka, Alan F. State-of-the-art marketing research Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4200055-5 |
| title | State-of-the-art marketing research |
| title_alt | State of the art marketing research Marketing research |
| title_auth | State-of-the-art marketing research |
| title_exact_search | State-of-the-art marketing research |
| title_full | State-of-the-art marketing research A. B. Blankenship ; George Edward Breen ; Alan Dutka |
| title_fullStr | State-of-the-art marketing research A. B. Blankenship ; George Edward Breen ; Alan Dutka |
| title_full_unstemmed | State-of-the-art marketing research A. B. Blankenship ; George Edward Breen ; Alan Dutka |
| title_short | State-of-the-art marketing research |
| title_sort | state of the art marketing research |
| topic | Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing research Marketingforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008539026&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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