Market research best practice: 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley
2007
|
| Schriftenreihe: | ESOMAR world research publiation
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXXV, 678 S. Ill., graph. Darst. |
| ISBN: | 9780470065273 |
Internformat
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| 300 | |a XXXV, 678 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS CONTRIBUTORS FOREWORD PREFACE ACKNOWLEDGEMENT PART ONE:
FACILITATING DECISION-MAKING IX XXXI XXXLLL XXXVLL 1. CREATING MAXIMUM
VALUE FOR THE CLIENT: DEVELOPING A NEW STRATEGIE ROLE FOR MARKET
RESEARCHERS 3 DAVID V L. SMITH 2. THE HEART TRANSPLANT: MAKING A
DIFFERENCE TO ORGANIZATIONS BY PUTTING THE CONSUMER AT THE HEART OF THE
BUSINESS 25 KRISTIN HICKEY, DEREK LEDDIE AND DAVID JENKINSON 3. THE
HOLISTIC APPROACH: EMPHASIZING THE IMPORTANCE OF THE WHOLE AND THE
INTERDEPENDENCE OF ITS PARTS 53 CHRISTINE BLACHE AND KAREN HIFMAN 4.
INTEGRATING DECISION-MAKING AND MARKETING INTELLIGENCE: THE ROADMAP TO
THE BOARDROOM 67 SELIM OKTAR AND EMRE ERDOGAN 5. MARKET RESEARCH: A NEW
GENERATION ON THE GO 95 CORINNE ROSINSKI 6. THE OPERATION WAS SUCCESSFUL
BUT THE PATIENT DIED: WHY RESEARCH ON INNOVATION IS SUCCESSFUL YET
INNOVATIONS FAIL 133 OMAR MAHMOUD VI CONTENTS 7. WHEN GOOD RESEARCHERS
GO BAD - CAUTIONARY TALES FROM THE FRONT LINES 163 STEPHEN NEEDEL PART
TWO: KNOWLEDGE MANAGEMENT 8. STRIKING GOLD IN THE QUALITATIVE MINE: A
NEW APPROACH TO BUILD VISION AND GENERATE INSIGHT TO IMPACT BUSINESS 183
JEM WALLIS AND VANESSA BRIESE 9. IMPROVING HONEYWELL S MARKET RESEARCH:
COMBINING ONLINE SURVEYS, TRADITIONAL INTERVIEWING TECHNIQUES AND
WEB-BASED REPORTING 195 KARL G. FELD AND WILLIAM K. STONE 10. CREATING
COMPETITIVE INTELLECTUAL CAPITAL: THE HENKEL CASE 213 HANS- WILLI
SEHROIFF 11. GETTING RESEARCH NOTICED AT THE CORPORATE TOP TABLE 229
IOANNIS UOHN) DIMOPOULOS, JONATHAN RABSON AND DARYL MALONEY MECALL 12.
HOW TO ENSURE ONE WORLDWIDE HEINEKEN BRAND DASHBOARD 249 SJOERD
KOORNSTRA AND GERT JAN DE NOOIJ PART THREE: NEW METHODOLOGIES 13.
POSSIBILITIES FOR ETHNOGRAPHIE RESEARCH: HOW TO RAISE THE VALIDITY OF
FINDINGS AND TO FACILITATE A BETTER AND DEEPER UNDERSTANDING OF YOUR
PRODUCTS AND CUSTOMERS 267 JI-SEUN YOU AND EDELTRAUD KALTENBAEH 14.
VIDEO ERGO AGNOSCO - FROM OBSERVATION TO INSIGHT NIE HALL 291 CONTENTS
VLL 15. BUILD STRONG BRANDS AND DEVELOP COMMUNICATIONS: AN ARGUMENT FOR
USING CONSUMER NEED STATES OVER VALUES 309 MICHAEL 0 DONOHUE AND IAMSIN
ADDISON 16. CROSS-MEDIA MEASUREMENT: THE NEW MEDIUM N ECESSITATES A N EW
APPROACH TO MARKETING MIX MEASUREMENT 319 REX BRIGGS PART FOUR:
MODELLING 17. A NEW GENERATION OFBRAND CONTROLLING: EVALUATING THE
EFFECTIVENESS AND EFFICIENCY OF THE COMPLETE MARKETING MIX 367 SIEGFRIED
HAEGL AND OLIVER HUPP 18. THE IMPACT OFCONSUMERS COMMITMENT TO EXISTING
BRANDS ON NEW PRODUCT LAUNCH STRATEGIES 391 JAN HQFMEYR AND JOHN RICE
19. PREDICTING THE UNPREDICTABLE: AGENT-BASED MODELS FOR MARKETING
RESEARCH 415 DAVID G. BAKKEN AND ROGER A. PARKER PART FIVE: FACILITATING
DIVERSITY 20. MANAGING GLOBAL BRANDS TO MEET CONSUMER EXPECTATIONS 443
MALCOLM BAKER, GREET STERENBERG AND EARL IAYLOR 21. AUDIENCE MEASUREMENT
IN THE DUAL ECONOMIES OF POOR COUNTRIES: A CASE STUDY FROM PAKISTAN
467 IJAZ GILANI AND MANSOOR KHAN 22. JAMBO AFRICA: A DISCUSSION ON THE
CHALLENGES AND DIVERSITY OF THIRD WORLD RESEARCH JILL BARNES AND SOLVEIG
SHAPIRO 489 VLLL CONTENTS PART SIX: BEST PRACTICE CA SE STUDIES 23.
RETAIL INNOVATION LEARNINGS FROM A SEGMENTED SHOP FORMULA: SUNKA 511
LLU{S MARTLNEZ-RIBES AND XAVIER ROURE 24. HOW TO MAKE GOOD DOUGH:
REVITALIZING YOUR PRODUCT PORTFOLIO BY UNDERSTANDING CONSUMER NEEDS 527
PIA DE WIT AND SINEAD TWOMEY 25. HIDE N SEEK: DRIVING DISRUPTION IN
SKINCARE 539 LYN MCGREGOR AND JAMES POTOCKI 26. JACK IN THE TIFFIN-BOX:
UNCONVENTIONAL PATHS TO NEW PRODUCT IDEA DEVELOPMENT 553 SANGEETA GUPTA
AND SUBHRANSU ROUT AND FARHEEN ROMANI 27. BECOMING CULTURAL ARCHITECTS:
HOW TO DRIVE THE INFLUENCE OFRESEARCH ON COMPANY CULTURE 577 PAUL
BUCKLEY AND HILARY PERKINS 28. SHOW ME YOUR HORNE AND I WILL TELL YOU
WHO YOU ARE, OR BUILDING HORNES BASED ON CONSUMERS VALUES AND
LIFESTYLES 589 LENA GILCHRIST, BRITT-MARIE ERIKSSON AND OLIF ERIKSSON
29. MARKET RESEARCH, ACCOUNTABILITY, OUTCOME-FOCUS AND SERVICE STANDARDS
IN THE AUSTRALIAN GOVERNMENT PUBLIC SECTOR: HOW MARKET RESEARCH HAS
SIGNIFICANTLY IMPROVED THE REFORMATION OF THE AUSTRALIAN GOVERNMENT
PUBLIC SECTOR 601 PETER BYCRCFT, CATHERINE ARGALL AND NATALIE T#ARNE 30.
RESEARCH FOR INNOVATION: FITTING THE DESIGN PROCESS AT PHILIPS DESIGN
623 MONICA BUENO AND LUCILE RAMECKERS INDEX 645
|
| adam_txt |
CONTENTS CONTRIBUTORS FOREWORD PREFACE ACKNOWLEDGEMENT PART ONE:
FACILITATING DECISION-MAKING IX XXXI XXXLLL XXXVLL 1. CREATING MAXIMUM
VALUE FOR THE CLIENT: DEVELOPING A NEW STRATEGIE ROLE FOR MARKET
RESEARCHERS 3 DAVID V L. SMITH 2. THE HEART TRANSPLANT: MAKING A
DIFFERENCE TO ORGANIZATIONS BY PUTTING THE CONSUMER AT THE HEART OF THE
BUSINESS 25 KRISTIN HICKEY, DEREK LEDDIE AND DAVID JENKINSON 3. THE
HOLISTIC APPROACH: EMPHASIZING THE IMPORTANCE OF THE WHOLE AND THE
INTERDEPENDENCE OF ITS PARTS 53 CHRISTINE BLACHE AND KAREN HIFMAN 4.
INTEGRATING DECISION-MAKING AND MARKETING INTELLIGENCE: THE ROADMAP TO
THE BOARDROOM 67 SELIM OKTAR AND EMRE ERDOGAN 5. MARKET RESEARCH: A NEW
GENERATION ON THE GO 95 CORINNE ROSINSKI 6. THE OPERATION WAS SUCCESSFUL
BUT THE PATIENT DIED: WHY RESEARCH ON INNOVATION IS SUCCESSFUL YET
INNOVATIONS FAIL 133 OMAR MAHMOUD VI CONTENTS 7. WHEN GOOD RESEARCHERS
GO BAD - CAUTIONARY TALES FROM THE FRONT LINES 163 STEPHEN NEEDEL PART
TWO: KNOWLEDGE MANAGEMENT 8. STRIKING GOLD IN THE QUALITATIVE MINE: A
NEW APPROACH TO BUILD VISION AND GENERATE INSIGHT TO IMPACT BUSINESS 183
JEM WALLIS AND VANESSA BRIESE 9. IMPROVING HONEYWELL'S MARKET RESEARCH:
COMBINING ONLINE SURVEYS, TRADITIONAL INTERVIEWING TECHNIQUES AND
WEB-BASED REPORTING 195 KARL G. FELD AND WILLIAM K. STONE 10. CREATING
COMPETITIVE INTELLECTUAL CAPITAL: THE HENKEL CASE 213 HANS- WILLI
SEHROIFF 11. GETTING RESEARCH NOTICED AT THE CORPORATE TOP TABLE 229
IOANNIS UOHN) DIMOPOULOS, JONATHAN RABSON AND DARYL MALONEY MECALL 12.
HOW TO ENSURE ONE WORLDWIDE HEINEKEN BRAND DASHBOARD 249 SJOERD
KOORNSTRA AND GERT JAN DE NOOIJ PART THREE: NEW METHODOLOGIES 13.
POSSIBILITIES FOR ETHNOGRAPHIE RESEARCH: HOW TO RAISE THE VALIDITY OF
FINDINGS AND TO FACILITATE A BETTER AND DEEPER UNDERSTANDING OF YOUR
PRODUCTS AND CUSTOMERS 267 JI-SEUN YOU AND EDELTRAUD KALTENBAEH 14.
VIDEO ERGO AGNOSCO - FROM OBSERVATION TO INSIGHT NIE HALL 291 CONTENTS
VLL 15. BUILD STRONG BRANDS AND DEVELOP COMMUNICATIONS: AN ARGUMENT FOR
USING CONSUMER NEED STATES OVER VALUES 309 MICHAEL 0' DONOHUE AND IAMSIN
ADDISON 16. CROSS-MEDIA MEASUREMENT: THE NEW MEDIUM N ECESSITATES A N EW
APPROACH TO MARKETING MIX MEASUREMENT 319 REX BRIGGS PART FOUR:
MODELLING 17. A NEW GENERATION OFBRAND CONTROLLING: EVALUATING THE
EFFECTIVENESS AND EFFICIENCY OF THE COMPLETE MARKETING MIX 367 SIEGFRIED
HAEGL AND OLIVER HUPP 18. THE IMPACT OFCONSUMERS' COMMITMENT TO EXISTING
BRANDS ON NEW PRODUCT LAUNCH STRATEGIES 391 JAN HQFMEYR AND JOHN RICE
19. PREDICTING THE UNPREDICTABLE: AGENT-BASED MODELS FOR MARKETING
RESEARCH 415 DAVID G. BAKKEN AND ROGER A. PARKER PART FIVE: FACILITATING
DIVERSITY 20. MANAGING GLOBAL BRANDS TO MEET CONSUMER EXPECTATIONS 443
MALCOLM BAKER, GREET STERENBERG AND EARL IAYLOR 21. AUDIENCE MEASUREMENT
IN THE 'DUAL ECONOMIES' OF POOR COUNTRIES: A CASE STUDY FROM PAKISTAN
467 IJAZ GILANI AND MANSOOR KHAN 22. JAMBO AFRICA: A DISCUSSION ON THE
CHALLENGES AND DIVERSITY OF THIRD WORLD RESEARCH JILL BARNES AND SOLVEIG
SHAPIRO 489 VLLL CONTENTS PART SIX: BEST PRACTICE CA SE STUDIES 23.
RETAIL INNOVATION LEARNINGS FROM A SEGMENTED SHOP FORMULA: SUNKA 511
LLU{S MARTLNEZ-RIBES AND XAVIER ROURE 24. HOW TO MAKE GOOD DOUGH:
REVITALIZING YOUR PRODUCT PORTFOLIO BY UNDERSTANDING CONSUMER NEEDS 527
PIA DE WIT AND SINEAD TWOMEY 25. HIDE 'N' SEEK: DRIVING DISRUPTION IN
SKINCARE 539 LYN MCGREGOR AND JAMES POTOCKI 26. JACK IN THE TIFFIN-BOX:
UNCONVENTIONAL PATHS TO NEW PRODUCT IDEA DEVELOPMENT 553 SANGEETA GUPTA
AND SUBHRANSU ROUT AND FARHEEN ROMANI 27. BECOMING CULTURAL ARCHITECTS:
HOW TO DRIVE THE INFLUENCE OFRESEARCH ON COMPANY CULTURE 577 PAUL
BUCKLEY AND HILARY PERKINS 28. SHOW ME YOUR HORNE AND I WILL TELL YOU
WHO YOU ARE, OR BUILDING HORNES BASED ON CONSUMERS' VALUES AND
LIFESTYLES 589 LENA GILCHRIST, BRITT-MARIE ERIKSSON AND OLIF ERIKSSON
29. MARKET RESEARCH, ACCOUNTABILITY, OUTCOME-FOCUS AND SERVICE STANDARDS
IN THE AUSTRALIAN GOVERNMENT PUBLIC SECTOR: HOW MARKET RESEARCH HAS
SIGNIFICANTLY IMPROVED THE REFORMATION OF THE AUSTRALIAN GOVERNMENT
PUBLIC SECTOR 601 PETER BYCRCFT, CATHERINE ARGALL AND NATALIE T#ARNE 30.
RESEARCH FOR INNOVATION: FITTING THE DESIGN PROCESS AT PHILIPS DESIGN
623 MONICA BUENO AND LUCILE RAMECKERS INDEX 645 |
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| isbn | 9780470065273 |
| language | English |
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| spelling | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR ed. by Peter Mouncey ; Frank Wimmer Chichester Wiley 2007 XXXV, 678 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier ESOMAR world research publiation Includes bibliographical references and index Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s DE-604 Mouncey, Peter Sonstige oth Wimmer, Frank Sonstige oth http://www.loc.gov/catdir/toc/ecip073/2006036082.html Table of contents only Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015583697&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR Marketing research Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4037630-8 |
| title | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR |
| title_auth | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR |
| title_exact_search | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR |
| title_exact_search_txtP | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR |
| title_full | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR ed. by Peter Mouncey ; Frank Wimmer |
| title_fullStr | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR ed. by Peter Mouncey ; Frank Wimmer |
| title_full_unstemmed | Market research best practice 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR ed. by Peter Mouncey ; Frank Wimmer |
| title_short | Market research best practice |
| title_sort | market research best practice 30 visions for the future a compilation of discussion papers case studies and methodologies from esomar |
| title_sub | 30 visions for the future ; a compilation of discussion papers, case studies and methodologies from ESOMAR |
| topic | Marketing research Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing research Marktforschung |
| url | http://www.loc.gov/catdir/toc/ecip073/2006036082.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015583697&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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