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

• Autore: Housden Matthew
• Pubblicazione: Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010
• Edizione: 2nd ed.
• Descrizione fisica: 1 online resource (289 p.)
• Disciplina: 658.8
• Soggetto topico: Marketing research; Research
• 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
• Titolo autorizzato: Market information and research
• ISBN: 1-282-95458-X; 9786612954580; 1-136-44260-X; 0-08-096662-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910785594503321
• Lo trovi qui: Univ. Federico II