1.

Record Nr.

UNINA9910785594503321

Autore

Housden Matthew

Titolo

Market information and research [[electronic resource] /] / Matthew Housden

Pubbl/distr/stampa

Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010

ISBN

1-282-95458-X

9786612954580

1-136-44260-X

0-08-096662-4

Edizione

[2nd ed.]

Descrizione fisica

1 online resource (289 p.)

Disciplina

658.8

Soggetti

Marketing research

Research

Lingua di pubblicazione

Inglese

Formato

Materiale a stampa

Livello bibliografico

Monografia

Note generali

Description based upon print version of record.

Nota di bibliografia

Includes bibliographical references and index.

Nota di contenuto

Cover; Market Information and Research; Copyright; Contents; CHAPTER 1 The Role of Information in Marketing; INTRODUCTION; MARKETING AND INFORMATION; THE ROLE OF CUSTOMER INFORMATION; MARKETING PLANNING AND THE ROLE OF INFORMATION; THE DATABASE AND MARKETING RESEARCH; THE INTERNET, INTRANETS AND EXTRANETS; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 2 The Database and CRM; THE MARKETING DATABASE; WHAT DATA ARE HELD ON A DATABASE?; WHERE DOES DATA COME FROM?; WHAT DO WE DO WITH DATA?; GEO-DEMOGRAPHIC AND LIFESTYLE PROFILING; THE PROCESS OF SETTING UP A MARKETING DATABASE; HARDWARE AND SOFTWARE

THE MARKETING DECISION SUPPORT SYSTEMDATA MINING; MARKETING RESEARCH AND THE DATABASE; CODES OF PRACTICE AND GUIDELINES; THE DMA CODE OF PRACTICE; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 3 The Scope and Nature of the Research Industry; INTRODUCTION; THE MARKETING RESEARCH INDUSTRY; THE MARKETING RESEARCH BRIEF; MANAGING THE AGENCY RELATIONSHIP; ETHICS, REGULATION AND CODES OF PRACTICE IN MARKET RESEARCH; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 4 Secondary Data;



INTRODUCTION; WHAT IS SECONDARY OR DESK RESEARCH?; THE STRENGTHS AND WEAKNESSES OF SECONDARY DATA; EVALUATING SECONDARY DATA

SOURCES OF SECONDARY DATAINFORMATION ON ONLINE MARKETS; SEARCHING ONLINE; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 5 Observation Research; INTRODUCTION; DEFINITIONS OF OBSERVATION RESEARCH; OBSERVATION STRENGTHS; OTHER OBSERVATION TECHNIQUES; ETHICS IN OBSERVATION RESEARCH; HOW IS OBSERVATION RESEARCH USED?; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 6 Qualitative Research; INTRODUCTION; QUALITATIVE RESEARCH DEFINED; RESEARCH APPLICATIONS; DATA COLLECTION TECHNIQUES IN QUALITATIVE RESEARCH; ONLINE QUALITATIVE RESEARCH; ANALYSIS OF QUALITATIVE DATA; SUMMARY; BIBLIOGRAPHY; WEBSITES

CHAPTER 7 Quantitative DataINTRODUCTION; WHAT ARE QUANTITATIVE DATA?; SURVEY METHODS; FACE-TO-FACE INTERVIEWS; IN-HOME OR DOORSTEP INTERVIEWS; TELEPHONE INTERVIEWING; WEB-BASED INTERVIEWS; SELF-ADMINISTERED SURVEYS; OMNIBUS SURVEYS; OTHER METHODS; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 8 Sampling; INTRODUCTION; WHAT IS A SAMPLE?; THE SAMPLING PROCESS; CHOOSING A SAMPLING METHOD; DETERMINING THE SAMPLE SIZE; IMPLEMENTING A SAMPLING PROCEDURE; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 9 Questionnaire Design; INTRODUCTION; THE QUESTIONNAIRE DESIGN PROCESS; WHAT TYPE OF QUESTIONS CAN BE ASKED?

SELECT WORDING AND PHRASINGSEQUENCING; PILOT; QUESTIONNAIRE CHECKLIST; SUMMARY; BIBLIOGRAPHY; WEBSITES; CHAPTER 10 Quantitative Analysis and the Presentation of Results; INTRODUCTION; EDITING AND CODING; TABULATION AND BASIC STATISTICAL ANALYSIS; TABULATIONS, HOLE COUNTS AND FREQUENCY; DESCRIPTIVE STATISTICS; STATISTICAL SIGNIFICANCE; HYPOTHESES ABOUT MEANS; MEASURING RELATIONSHIPS; SOFTWARE PACKAGES; PRESENTATION OF THE RESULTS; THE WRITTEN REPORT; THE ORAL PRESENTATION; USE OF GRAPHICS; SUMMARY; BIBLIOGRAPHY; WEBSITE; Appendix: Feedback and answers; Index

Sommario/riassunto

'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.'Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing'Here in Dubai, we have