Marketing research: tools & techniques
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2013
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 527 S. Ill., graph. Darst. |
| ISBN: | 9780199655090 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing research |b tools & techniques |c Nigel Bradley |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Oxford [u.a.] |b Oxford Univ. Press |c 2013 | |
| 300 | |a XX, 527 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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Datensatz im Suchindex
| _version_ | 1804150231368990720 |
|---|---|
| adam_text | About the author
xlii
About the book
xiv
How to use this book
xvi
How to use the Online Resource Centre
xviii
Acknowledgements
xx
Part
1
Research preparation
1
1
Introduction to marketing research
2
Introduction
4
Research for the company
7
Social research
8
Managing knowledge
10
Ethics
15
The structure of the MR sector
16
A career in marketing research
20
Chapter summary
24
2
Planning research
30
Introduction
32
The marketing research mix
35
Briefings
41
Proposals
47
Selecting an agency
56
Evaluating proposals
58
Chapter summary
62
Part
2
Data collection
67
3
Secondary data
68
Introduction
70
The nature of secondary data
73
Sources of secondary data
77
■Ц
■
Planning desk research
86
φ
-
£ :
Evaluation and reverse researching
94
О
;
-
Recording and reporting sources
98
Chapter summary
99
φ
Q
4
Primary data
106
Introduction
108
The nature of primary data
112
Interviewing
115
Self-completion methods
117
Differences between traditional and online research
122
Mixed-mode methodologies
126
Observation
126
Research instruments
131
Factors that affect cooperation
133
Chapter summary
139
5
Sampling
144
Introduction
146
^^^^^^ Purposes of sampling
149
^^^^^ Social classification
151
Populations involved in social research
153
The stages of sampling
155
Sampling frames
155
Sampling procedures
161
Populations involved in online research
169
Qualitative recruitment
173
Sample size determination
175
Chapter summary
179
6
Questionnaires and topic guides
186
Introduction
188
Purposes ofquestionnaires and topic guides
191
Supporting materials
193
Projective
techniques
195
Open-ended questions
198
Closed questions
200
The steps in questionnaire design
· 204
Procedures involved in online research
216
The topic guide (for qualitative studies)
Quasi-questionnaires
Chapter summary
7
Qualitative research
Introduction
Depth interviews
Focus groups
The Delphi technique
Observation research
Grounded theory
Verbal communication
Non-verbal communication
Chapter summary
8
Quantitative research
Introduction
Some applications
Experimentation
Databases
Spreadsheets and survey software
Chapter summary
220
222
225
234
236
238
238
241
242
247
247
250
260
266
268
272
272
286
289
292
σ
Π)
Cl
Π
О
ť
Part
3
Analysis and communication
9
Analysis
Introduction
Analysis of qualitative data
Analysis of quantitative data
Data storage
Chapter summary
10
Reporting and presentation
Introduction
The purposes of reports and presentations
Planning
Presentations
Chapter summary
299
300
302
306
313
326
328
334
336
339
341
356
367
ΰ
с
αι
О
(J
■о
d)
Ol
Q
Part
4
Marketing
research contexts
375
11
Business-to-business research
376
Introduction
378
Differences between FMCG research and B2B research
379
Purposes of B2B research
380
Populations involved in B2B research
381
Procedures involved
¡n B2B
research
384
Publication considerations in B2B research
388
Chapter summary
391
12
International research
396
Introduction
398
Differences between domestic and international research
399
The purposes of international research
400
The populations involved in international research
401
Procedures involved in international research
406
Publication considerations in international research
413
Chapter summary
414
13
Audience and advertising research
418
Introduction
420
Purposes of audience and advertising research
423
Procedures for audience research
424
Procedures for advertising research
429
Publication considerations in audience and advertising research
433
Chapter summary
434
14
Web metrics
438
Introduction
440
Differences between web analytics and social media monitoring
443
Purposes of web metrics
444
Populations involved in web metrics
446
Procedures involved in the web metrics sector
447
Publication considerations in web metrics research
456
Chapter summary
460
Market
researcher s toolbox
Checklist for audit of MR activities
Checklist for objective verbs
Marketing metrics checklist
Questions to ask about secondary data
Options for primary data capture
Checklist for focus groups
Website evaluation form
Common screener questions
Common rating scales
Common classification questions
Checklist for sampling
Checklist for online surveys
Checklist of
projective
techniques
Checklist for questionnaires
Checklist for report-writing
Checklist for presentations
Five reflective research questions
Example of a market research brief
Example of a market research proposal
Example of a topic guide
Example of operational instructions
Abbreviations
Glossary of marketing research terms
Index
465
466
467
468
472
473
474
476
477
478
479
483
484
485
486
487
488
489
490
492
498
501
505
507
515
α
m
D.
η
о
з
»-*■
(Ό
Cf
|
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| genre_facet | Lehrbuch |
| id | DE-604.BV040932172 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:35:38Z |
| institution | BVB |
| isbn | 9780199655090 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025911095 |
| oclc_num | 844050663 |
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| physical | XX, 527 S. Ill., graph. Darst. |
| publishDate | 2013 |
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| spelling | Bradley, Nigel Verfasser aut Marketing research tools & techniques Nigel Bradley 3. ed. Oxford [u.a.] Oxford Univ. Press 2013 XX, 527 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marktforschung (DE-588)4037630-8 s DE-604 Marketingforschung (DE-588)4200055-5 s Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025911095&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bradley, Nigel Marketing research tools & techniques Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4200055-5 (DE-588)4123623-3 |
| title | Marketing research tools & techniques |
| title_auth | Marketing research tools & techniques |
| title_exact_search | Marketing research tools & techniques |
| title_full | Marketing research tools & techniques Nigel Bradley |
| title_fullStr | Marketing research tools & techniques Nigel Bradley |
| title_full_unstemmed | Marketing research tools & techniques Nigel Bradley |
| title_short | Marketing research |
| title_sort | marketing research tools techniques |
| title_sub | tools & techniques |
| topic | Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing research Marktforschung Marketingforschung Lehrbuch |
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