Interviewing for market and opinion research:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam
ESOMAR
1995
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 152 S. Ill., graph. Darst. |
| ISBN: | 9283112342 |
Staff View
MARC
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Record in the Search Index
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| adam_text | CONTENTS - PART 1
1. Market and opinion research: definition and organization 15
1.1 The purpose of research 16
1.2 Market and opinion research: defining the concepts 18
1.3 Marketing 19
1.4 Non-marketing research 21
1.5 The partners in market research 22
1.6 Summary 24
Appendix:
Market research associations 25
2. The market research proces 29
2.1 The need for market research 30
2.2 Steps in market research 32
2.3 Forms of market research 34
2.3.1 Quantitative and qualitative research 34
2.3.2 Types of respondents 36
2.3.3 The object of research 36
2.3.4 Public research 36
2.3.5 Individual and collective research 37
2.4 Summary 38
1. Methods of field research 39
3.1 Basic types of field research 40
3.2 Quantitative and qualitative interviews 43
3.3 Ad hoc and continuous research 44
3.4 Other forms of fieldwork 47
3.5 Summary 47
4. The Respondent 49
4.1 Respondents characteristics 50
4.2 Samples 52
4.3 Non-response 56
4.4 Summary 58
5. The Questionnaire 59
5.1 The design of the questionnaire 60
5.2 Areas of questioning 61
5.3 The formulation of questions 63
5.4 Types of questions 65
5.5 Scales 68
5.6 Visual material 69
5.7 Questionnaire routing 70
5.8 Testing questionnaires 70
5.9 Summary 71
S. The processing and reporting of research results 73
6.1 Specifications of a market research report 74
6.2 Determining the sample size 75
6.3 Controlling the fieldwork 77
6.4 Processing, coding and tabulating questionnaires 77
6.5 Reporting 80
6.6 Presentation 81
6.7 Publication of the research results 82
6.8 Summary 83
7. Interviewing 85
7.1 Interviewing as a profession 86
7.2 Briefing instruction by the market research agency 87
7.3 Approaching respondents 88
7.4 Creating optimum conditions for an interview 91
7.5 Conducting an interview 93
7.6 Summary 95
8. Specific groups of respondents and forms of research 97
8.1 Consumers as respondents 98
8.2 Heads of families, heads of households and housewives 98
8.3 Children, young people and senior citizens 100
8.4 Special consumer groups as respondents 102
8.5 Professional groups as respondents 103
8.6 Specific forms of research 105
8.7 Image research 105
8.8 Product, price, and distribution research 105
8.9 Advertising and media research 106
8.10 Government research and opinion polls 108
8.11 Summary 109
9. Codes and guidelines in market research 111
9.1 ICC/ESOMAR International Code of Practice 112
9.2 Privacy protection legislation on data privacy 114
9.3 Agreements between interviewers and market research agencies 115
9.4 Summary 116
Appendices:
1. Bibliography 117
2. ICC/ESOMAR International Code of Marketing and 118
Social Research Practice
CONTENTS - PART 2
Examination documents for the Market Research Interviewer Examination
held in The Netherlands
1. Introduction 128
2. Regulations for the Examination (Theoretical and Practical parts) 129
3. Examination requirements (Theoretical part) 132
4. Examples of questions used for the Examination (Theoretical part) 137
5. Instructions for the Examiner and Co-Examiner 142
6. Evaluation Form (Practical part) 145
7. Answers to questions 147
|
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| id | DE-604.BV026363629 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T23:10:30Z |
| institution | BVB |
| isbn | 9283112342 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-021943943 |
| oclc_num | 918088489 |
| open_access_boolean | |
| owner | DE-188 |
| owner_facet | DE-188 |
| physical | 152 S. Ill., graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | ESOMAR |
| record_format | marc |
| spelling | Eunen, Ed van Verfasser aut Interviewing for market and opinion research E. A. van Eunen Amsterdam ESOMAR 1995 152 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marktforschung (DE-588)4037630-8 gnd rswk-swf Demoskopie (DE-588)4011425-9 gnd rswk-swf Interview (DE-588)4027503-6 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Interview (DE-588)4027503-6 s DE-188 Demoskopie (DE-588)4011425-9 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021943943&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Eunen, Ed van Interviewing for market and opinion research Marktforschung (DE-588)4037630-8 gnd Demoskopie (DE-588)4011425-9 gnd Interview (DE-588)4027503-6 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4011425-9 (DE-588)4027503-6 |
| title | Interviewing for market and opinion research |
| title_auth | Interviewing for market and opinion research |
| title_exact_search | Interviewing for market and opinion research |
| title_full | Interviewing for market and opinion research E. A. van Eunen |
| title_fullStr | Interviewing for market and opinion research E. A. van Eunen |
| title_full_unstemmed | Interviewing for market and opinion research E. A. van Eunen |
| title_short | Interviewing for market and opinion research |
| title_sort | interviewing for market and opinion research |
| topic | Marktforschung (DE-588)4037630-8 gnd Demoskopie (DE-588)4011425-9 gnd Interview (DE-588)4027503-6 gnd |
| topic_facet | Marktforschung Demoskopie Interview |
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