Marketing research for non-profit, community and creative organizations: how to improve your product, find customers and effectively promote your message
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Elsevier Butterworth-Heinemann
2008
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 276 S. 25cm |
| ISBN: | 9780750687607 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface ix
1 Marketing research and the mission-centred organization 1
Introduction 3
The benefits of conducting marketing research 3
Marketing myths 7
Defining marketing and marketing research 8
Relationship between data, information and knowledge 11
Ethical and cultural considerations when conducting research 14
References 19
2 The marketing research process 21
Introduction 23
The marketing research process 23
References 40
3 Marketing research and cultural differences 43
Introduction 45
Defining culture 45
Translation issues when researching across cultural boundaries 50
Hofstede s dimensions of culture 53
Ethical issues that need to be considered 59
References 62
4 The research question 63
Introduction 65
The research question 65
Internal research process 68
The research proposal 71
The research industry 77
References 82
5 Conducting secondary research 83
Introduction 85
Using secondary data at the start of the research process 85
Requirements of secondary data 88
Uses of secondary research 90
Sources of information 95
Secondary marketing research process 98
References 102
6 Finding participants 103
Introduction 105
Qualitative and quantitative sampling 105
Qualitative sampling procedures 110
Statistical sampling 115
References 123
7 Conducting focus groups 125
Introduction 127
Focus group methodology 127
Preparation of focus group methodology 131
Choosing a moderator 139
Handling group conflict 142
References 145
8 Interviews 147
Introduction 149
Uses and rationale of interview research 149
Types of interviews 153
Preparing interview questions 158
Recruiting and screening participants for interviews 160
Interview logistics 164
References 167
9 Projective and observational research 169
Introduction 171
Projective techniques 171
Types of projective techniques 174
Observational research 181
Observation research process 185
References 189
10 Planning survey research 191
Introduction 193
Survey research 193
The survey research process 197
Writing questions and answers 201
Questionnaire layout 206
References 210
11 Conducting surveys 211
Introduction 213
Survey research methods 213
Self-administered survey methods 216
Researcher-administered survey methods 219
Surveying process 221
Motivating participation 225
References 229
12 Analysing qualitative and quantitative data 231
Introduction 233
Unique aspects of analysing data 233
Organizing qualitative data 235
Coding transcribed material 239
The process of quantitative data analysis 241
Hypothesis testing 247
References 250
13 Written report and presentation 251
Introduction 253
After the research 253
Structure of the written report 257
Writing the report 262
Oral presentation 267
References 271
Index 273
|
| adam_txt |
Contents
Preface ix
1 Marketing research and the mission-centred organization 1
Introduction 3
The benefits of conducting marketing research 3
Marketing myths 7
Defining marketing and marketing research 8
Relationship between data, information and knowledge 11
Ethical and cultural considerations when conducting research 14
References 19
2 The marketing research process 21
Introduction 23
The marketing research process 23
References 40
3 Marketing research and cultural differences 43
Introduction 45
Defining culture 45
Translation issues when researching across cultural boundaries 50
Hofstede's dimensions of culture 53
Ethical issues that need to be considered 59
References 62
4 The research question 63
Introduction 65
The research question 65
Internal research process 68
The research proposal 71
The research industry 77
References 82
5 Conducting secondary research 83
Introduction 85
Using secondary data at the start of the research process 85
Requirements of secondary data 88
Uses of secondary research 90
Sources of information 95
Secondary marketing research process 98
References 102
6 Finding participants 103
Introduction 105
Qualitative and quantitative sampling 105
Qualitative sampling procedures 110
Statistical sampling 115
References 123
7 Conducting focus groups 125
Introduction 127
Focus group methodology 127
Preparation of focus group methodology 131
Choosing a moderator 139
Handling group conflict 142
References 145
8 Interviews 147
Introduction 149
Uses and rationale of interview research 149
Types of interviews 153
Preparing interview questions 158
Recruiting and screening participants for interviews 160
Interview logistics 164
References 167
9 Projective and observational research 169
Introduction 171
Projective techniques 171
Types of projective techniques 174
Observational research 181
Observation research process 185
References 189
10 Planning survey research 191
Introduction 193
Survey research 193
The survey research process 197
Writing questions and answers 201
Questionnaire layout 206
References 210
11 Conducting surveys 211
Introduction 213
Survey research methods 213
Self-administered survey methods 216
Researcher-administered survey methods 219
Surveying process 221
Motivating participation 225
References 229
12 Analysing qualitative and quantitative data 231
Introduction 233
Unique aspects of analysing data 233
Organizing qualitative data 235
Coding transcribed material 239
The process of quantitative data analysis 241
Hypothesis testing 247
References 250
13 Written report and presentation 251
Introduction 253
After the research 253
Structure of the written report 257
Writing the report 262
Oral presentation 267
References 271
Index 273 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-02T21:43:53Z |
| indexdate | 2024-07-09T21:20:09Z |
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| isbn | 9780750687607 |
| language | English |
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| spelling | Kolb, Bonita Verfasser aut Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message Bonita Kolb 1. ed. Amsterdam [u.a.] Elsevier Butterworth-Heinemann 2008 X, 276 S. 25cm txt rdacontent n rdamedia nc rdacarrier Marketing research Nonprofit organizations Marketing Nonprofit organizations Research Methodology Marketingforschung (DE-588)4200055-5 gnd rswk-swf Nonprofit-Bereich (DE-588)4115404-6 gnd rswk-swf Nonprofit-Bereich (DE-588)4115404-6 s Marketingforschung (DE-588)4200055-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016680419&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kolb, Bonita Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message Marketing research Nonprofit organizations Marketing Nonprofit organizations Research Methodology Marketingforschung (DE-588)4200055-5 gnd Nonprofit-Bereich (DE-588)4115404-6 gnd |
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| title | Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message |
| title_auth | Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message |
| title_exact_search | Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message |
| title_exact_search_txtP | Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message |
| title_full | Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message Bonita Kolb |
| title_fullStr | Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message Bonita Kolb |
| title_full_unstemmed | Marketing research for non-profit, community and creative organizations how to improve your product, find customers and effectively promote your message Bonita Kolb |
| title_short | Marketing research for non-profit, community and creative organizations |
| title_sort | marketing research for non profit community and creative organizations how to improve your product find customers and effectively promote your message |
| title_sub | how to improve your product, find customers and effectively promote your message |
| topic | Marketing research Nonprofit organizations Marketing Nonprofit organizations Research Methodology Marketingforschung (DE-588)4200055-5 gnd Nonprofit-Bereich (DE-588)4115404-6 gnd |
| topic_facet | Marketing research Nonprofit organizations Marketing Nonprofit organizations Research Methodology Marketingforschung Nonprofit-Bereich |
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