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Market research handbook:

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Vorheriger Titel:	The ESOMAR handbook of market and opinion research
1. Verfasser:	Hamersveld, Mario van (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Chichester Wiley 2007
Ausgabe:	5. ed.
Schlagworte:	Marketing research Marktforschung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Früher u.d.T.: ESOMAR Handbook of market and opinion research
Beschreibung:	XXVI, 627 S.
ISBN:	9780470517680

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents Contributors ix Foreword xxiii Editorial xxv Acknowledgement xxvii PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1 1 The Role and Changing Nature of Marketing Intelligence 3 DVL Smith 2 What is Market Research? 37 Adam Phillips 3 Data Collection: Key Stone and Cornerstones 61 John Kelly 4 The Market Research Process 99 Hans-Willi Schroiff PART TWO UTILISATION TOWARDS VALUE CREATION 129 5 Developing a Company Strategy 131 Gerard Loosschilder and Maarten Schellekens 6 Research for Innovation: Defining Market Propositions 149 Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo 7 Refining Market Propositions 169 Nigel Hollis and Dominic Twose 8 Launch and Monitoring of In-Market Performance 199 Raimund Wildner PART THREE SPECIFIC RESEARCH APPLICATIONS 217 9 Media Research 219 Andrew Green 10 Institutional and Social Research 239 Dieter Korczak Contents 11 Business to Business Research 251 Neil McPhee 12 Research in Specific Domains: Health Care; Automotives and Telecom 267 Dirk Huisman 13 Youth Research 283 Joël-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee 14 Researching Diverse Individuals and Societies 299 Anjul Sharma 15 Opinion Polling 311 Kathleen A. Frankovic 16 Employee Research 319 Andrew Buckley and Richard Goosey 17 Mystery Shopping 333 Helen Turner 18 Customer Satisfaction 347 Laurent Florès PART FOUR RECENT DEVELOPMENTS - A CLOSER LOOK 365 19 The Changing Role of the Researcher 367 John Marinopoulos 20 Main Developments and Trends 381 Ray Poynter 21 Online Market Research 401 Pete Comley 22 Data Mining and Data Fusion 421 Colin Shearer 23 Ethnography and Observational Research 435 Ну Mariampolski 24 Semiotics: What it is and What it Can Do for Market Research 447 Virginia Valentine 25 Creative Approaches for the Fuzzy Front End 469 Lucile Rameckers and Stefanie Un Contents vii 26 Brain Science: In Search of the Emotional Unconscious 481 David Penn PART FIVE BACKGROUND BUILDING BLOCKS 499 Annex 1 The Research Brief 501 С Frederic John Annex 2 Statistics and Significance Testing 525 Paul Harris and Ken Baker Annex 3 Demographic and Other Classifications 571 Mario van Hamersveld Annex 4 Professional Ethics and Standards 585 Véronique Jeannin Index 593
adam_txt	Contents Contributors ix Foreword xxiii Editorial xxv Acknowledgement xxvii PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1 1 The Role and Changing Nature of Marketing Intelligence 3 DVL Smith 2 What is Market Research? 37 Adam Phillips 3 Data Collection: Key Stone and Cornerstones 61 John Kelly 4 The Market Research Process 99 Hans-Willi Schroiff PART TWO UTILISATION TOWARDS VALUE CREATION 129 5 Developing a Company Strategy 131 Gerard Loosschilder and Maarten Schellekens 6 Research for Innovation: Defining Market Propositions 149 Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo 7 Refining Market Propositions 169 Nigel Hollis and Dominic Twose 8 Launch and Monitoring of In-Market Performance 199 Raimund Wildner PART THREE SPECIFIC RESEARCH APPLICATIONS 217 9 Media Research 219 Andrew Green 10 Institutional and Social Research 239 Dieter Korczak Contents 11 Business to Business Research 251 Neil McPhee 12 Research in Specific Domains: Health Care; Automotives and Telecom 267 Dirk Huisman 13 Youth Research 283 Joël-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee 14 Researching Diverse Individuals and Societies 299 Anjul Sharma 15 Opinion Polling 311 Kathleen A. Frankovic 16 Employee Research 319 Andrew Buckley and Richard Goosey 17 Mystery Shopping 333 Helen Turner 18 Customer Satisfaction 347 Laurent Florès PART FOUR RECENT DEVELOPMENTS - A CLOSER LOOK 365 19 The Changing Role of the Researcher 367 John Marinopoulos 20 Main Developments and Trends 381 Ray Poynter 21 Online Market Research 401 Pete Comley 22 Data Mining and Data Fusion 421 Colin Shearer 23 Ethnography and Observational Research 435 Ну Mariampolski 24 Semiotics: What it is and What it Can Do for Market Research 447 Virginia Valentine 25 Creative Approaches for the Fuzzy Front End 469 Lucile Rameckers and Stefanie Un Contents vii 26 Brain Science: In Search of the Emotional Unconscious 481 David Penn PART FIVE BACKGROUND BUILDING BLOCKS 499 Annex 1 The Research Brief 501 С Frederic John Annex 2 Statistics and Significance Testing 525 Paul Harris and Ken Baker Annex 3 Demographic and Other Classifications 571 Mario van Hamersveld Annex 4 Professional Ethics and Standards 585 Véronique Jeannin Index 593
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edition	5. ed.
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isbn	9780470517680
language	English
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spelling	Hamersveld, Mario van Verfasser aut Market research handbook ed. by Mario van Hamersveld ... 5. ed. Chichester Wiley 2007 XXVI, 627 S. txt rdacontent n rdamedia nc rdacarrier Früher u.d.T.: ESOMAR Handbook of market and opinion research Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s b DE-604 Früher u.d.T. The ESOMAR handbook of market and opinion research (DE-604)BV026340509 Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016094665&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Hamersveld, Mario van Market research handbook Marketing research Marktforschung (DE-588)4037630-8 gnd
subject_GND	(DE-588)4037630-8
title	Market research handbook
title_auth	Market research handbook
title_exact_search	Market research handbook
title_exact_search_txtP	Market research handbook
title_full	Market research handbook ed. by Mario van Hamersveld ...
title_fullStr	Market research handbook ed. by Mario van Hamersveld ...
title_full_unstemmed	Market research handbook ed. by Mario van Hamersveld ...
title_old	The ESOMAR handbook of market and opinion research
title_short	Market research handbook
title_sort	market research handbook
topic	Marketing research Marktforschung (DE-588)4037630-8 gnd
topic_facet	Marketing research Marktforschung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016094665&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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