Customer visits: building a better market focus
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Armonk, NY [u.a.]
Sharpe
2008
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 213 S. graph. Darst. |
| ISBN: | 9780765622242 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV035228011 | ||
| 003 | DE-604 | ||
| 005 | 20090305 | ||
| 007 | t | ||
| 008 | 081223s2008 d||| |||| 00||| eng d | ||
| 020 | |a 9780765622242 |9 978-0-7656-2224-2 | ||
| 035 | |a (OCoLC)170203319 | ||
| 035 | |a (DE-599)HBZHT015550841 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-945 |a DE-522 | ||
| 050 | 0 | |a HF5415.1263 | |
| 082 | 0 | |a 658.8/34 |2 22 | |
| 084 | |a QP 620 |0 (DE-625)141911: |2 rvk | ||
| 100 | 1 | |a McQuarrie, Edward F. |e Verfasser |0 (DE-588)131793764 |4 aut | |
| 245 | 1 | 0 | |a Customer visits |b building a better market focus |c Edward F. McQuarrie |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Armonk, NY [u.a.] |b Sharpe |c 2008 | |
| 300 | |a XVIII, 213 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Communication in marketing | |
| 650 | 4 | |a Consumers |x Attitudes | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Industrial marketing |x Research | |
| 650 | 0 | 7 | |a Außendienst |0 (DE-588)4003828-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundendienst |0 (DE-588)4135134-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Besuch |0 (DE-588)4144953-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundenbetreuung |0 (DE-588)4297543-8 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Kundenbetreuung |0 (DE-588)4297543-8 |D s |
| 689 | 0 | 1 | |a Besuch |0 (DE-588)4144953-8 |D s |
| 689 | 0 | 2 | |a Außendienst |0 (DE-588)4003828-2 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Kundendienst |0 (DE-588)4135134-4 |D s |
| 689 | 1 | |8 1\p |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017034009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017034009 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804138494211129344 |
|---|---|
| adam_text | Contents
Introduction ix
Focus of This Book x
Background xii
Developments Since the First and Second Editions xiv
Who Should Read This Book xv
Acknowledgments xvii
Parti. Rationale
1. Why Visit Customers? 5
Customer Visits and Market Focus 5
Promise and Peril of Customer Visits 9
Additional Information 11
2. Customer Visits as a Distinctive Approach to Market Research 13
Why Do Market Research at All? 13
Why Do Market Research via Personal Visits? 15
Why Visits by Cross-Functional Teams? 21
Additional Benefits of Team Visits 26
Additional Information 28
3. Limits, Boundary Cases, and the Sweet Spot for Customer Visits 30
When Customer Visits Are Not the Technique of Choice 30
The Sweet Spot for Customer Visits 32
Boundary Cases 34
From Conceptual Rationale to Practical Advice 35
Additional Information 36
Part II. Procedures
4. Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers 39
Ad Hoc Visits 41
Hybrid and Emerging Visit Types 43
How to Harvest Data From Ad Hoc Visits 53
5. Planning a Program of Visits 60
Why a Program of Visits? 60
Appropriate and Inappropriate Applications for Visit Programs 64
A Seven-Step Procedure for Planning Customer Visit Programs 68
Additional Information 75
6 . Budgets, Recruitment, Coordination, Team Preparation, and Time Line 76
Cost Factors 76
Recruit Customers 79
Coordination With the Sales Force 84
Select Team Members 85
Time Frame 87
Additional Information 87
7. Selecting Customers to Visit 88
Devising a Sample Frame 90
Special Cases in Sample Selection 103
Additional Information 105
8. Preparing a Discussion Guide 106
The Goal: Information Capture 106
Discussion Guide 108
A Process for Team Preparation of a Discussion Guide 111
Additional Information 113
9. Constructing Good Questions 114
Preparation but Also Spontaneity 114
Importance of Open-Ended Questions 115
Workhorse Questions 116
Specialized Question Strategies 121
Criteria for Effective and Ineffective Questions 122
Two Specific Questions to Avoid 126
How to Ask Questions About Pricing 127
The Importance of Follow-Up Questions 129
Additional Information 129
10. Conducting the Visits 130
Interview Format: Time Boundaries 130
Interview Format: Spatial Considerations 132
Group Versus Individual Interviews 134
Interview Roles 136
Interview Skills 140
Five Difficult Interview Situations 151
Additional Information 156
11. Completing the Visit Program 157
Debriefing 157
Analysis and Reporting 159
Dissemination of Results 161
Storage of Results 162
Closure for Customers and the Field 163
Additional Information 164
Part III. Analysis
12. Generalizability of Visit Data 167
13. Procedures for the Analysis of Visit Data 173
Process of Analysis: Baseline Approach 173
Analysis of Visit Data: A Closer Look 174
Visual Representation of Visit Data 178
Tips for Improving the Analysis of Visit Data 182
Additional Information 184
14. The Place of Customer Visits Within the Market Research Toolbox 185
Compartments in the Market Research Toolbox 186
Research Planning 188
Customer Visits Compared to Kindred Techniques 191
Combination Strategies Involving Customer Visits 195
Two Mistakes to Avoid 197
Summary 199
Additional Information 199
Appendix: Checklist for Conducting a Program of Customer Visits 201
Bibliography 205
Index 209
About the Author 213
|
| any_adam_object | 1 |
| author | McQuarrie, Edward F. |
| author_GND | (DE-588)131793764 |
| author_facet | McQuarrie, Edward F. |
| author_role | aut |
| author_sort | McQuarrie, Edward F. |
| author_variant | e f m ef efm |
| building | Verbundindex |
| bvnumber | BV035228011 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.1263 |
| callnumber-search | HF5415.1263 |
| callnumber-sort | HF 45415.1263 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 620 |
| ctrlnum | (OCoLC)170203319 (DE-599)HBZHT015550841 |
| dewey-full | 658.8/34 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/34 |
| dewey-search | 658.8/34 |
| dewey-sort | 3658.8 234 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01885nam a2200493 c 4500</leader><controlfield tag="001">BV035228011</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20090305 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">081223s2008 d||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780765622242</subfield><subfield code="9">978-0-7656-2224-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)170203319</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)HBZHT015550841</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-945</subfield><subfield code="a">DE-522</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.1263</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/34</subfield><subfield code="2">22</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 620</subfield><subfield code="0">(DE-625)141911:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">McQuarrie, Edward F.</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)131793764</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Customer visits</subfield><subfield code="b">building a better market focus</subfield><subfield code="c">Edward F. McQuarrie</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">3. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Armonk, NY [u.a.]</subfield><subfield code="b">Sharpe</subfield><subfield code="c">2008</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVIII, 213 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Communication in marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Consumers</subfield><subfield code="x">Attitudes</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Customer relations</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Industrial marketing</subfield><subfield code="x">Research</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Außendienst</subfield><subfield code="0">(DE-588)4003828-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundendienst</subfield><subfield code="0">(DE-588)4135134-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Besuch</subfield><subfield code="0">(DE-588)4144953-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundenbetreuung</subfield><subfield code="0">(DE-588)4297543-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Kundenbetreuung</subfield><subfield code="0">(DE-588)4297543-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Besuch</subfield><subfield code="0">(DE-588)4144953-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Außendienst</subfield><subfield code="0">(DE-588)4003828-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Kundendienst</subfield><subfield code="0">(DE-588)4135134-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017034009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-017034009</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| id | DE-604.BV035228011 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:29:05Z |
| institution | BVB |
| isbn | 9780765622242 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017034009 |
| oclc_num | 170203319 |
| open_access_boolean | |
| owner | DE-945 DE-522 |
| owner_facet | DE-945 DE-522 |
| physical | XVIII, 213 S. graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Sharpe |
| record_format | marc |
| spelling | McQuarrie, Edward F. Verfasser (DE-588)131793764 aut Customer visits building a better market focus Edward F. McQuarrie 3. ed. Armonk, NY [u.a.] Sharpe 2008 XVIII, 213 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Außendienst (DE-588)4003828-2 gnd rswk-swf Kundendienst (DE-588)4135134-4 gnd rswk-swf Besuch (DE-588)4144953-8 gnd rswk-swf Kundenbetreuung (DE-588)4297543-8 gnd rswk-swf Kundenbetreuung (DE-588)4297543-8 s Besuch (DE-588)4144953-8 s Außendienst (DE-588)4003828-2 s DE-604 Kundendienst (DE-588)4135134-4 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017034009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | McQuarrie, Edward F. Customer visits building a better market focus Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Außendienst (DE-588)4003828-2 gnd Kundendienst (DE-588)4135134-4 gnd Besuch (DE-588)4144953-8 gnd Kundenbetreuung (DE-588)4297543-8 gnd |
| subject_GND | (DE-588)4003828-2 (DE-588)4135134-4 (DE-588)4144953-8 (DE-588)4297543-8 |
| title | Customer visits building a better market focus |
| title_auth | Customer visits building a better market focus |
| title_exact_search | Customer visits building a better market focus |
| title_full | Customer visits building a better market focus Edward F. McQuarrie |
| title_fullStr | Customer visits building a better market focus Edward F. McQuarrie |
| title_full_unstemmed | Customer visits building a better market focus Edward F. McQuarrie |
| title_short | Customer visits |
| title_sort | customer visits building a better market focus |
| title_sub | building a better market focus |
| topic | Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Außendienst (DE-588)4003828-2 gnd Kundendienst (DE-588)4135134-4 gnd Besuch (DE-588)4144953-8 gnd Kundenbetreuung (DE-588)4297543-8 gnd |
| topic_facet | Communication in marketing Consumers Attitudes Customer relations Industrial marketing Research Außendienst Kundendienst Besuch Kundenbetreuung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017034009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT mcquarrieedwardf customervisitsbuildingabettermarketfocus |