Edizione	[3rd ed.]
Pubbl/distr/stampa	New York, N.Y. : , : Routledge, , 2013
Descrizione fisica	1 online resource (365 p.)
Disciplina	658.8/3
Altri autori (Persone)	SilverLawrence S. <1948-> WrennBruce
Soggetto topico	Marketing research
ISBN	1-136-59323-3 0-203-18259-6 1-283-84167-3 1-136-59324-1
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; The Essentials of Marketting Research; Title Page; Copyright Page; Table of Contents; About the Authors; Acknowledgments; PART I The Marketing Research Process and Decision Making; 1 Introduction to Marketing Research; 2 Ethics in Marketing Research; PART II Secondary Data and Research Designs; 3 Secondary Data; 4 Research Designs: Exploratory and Qualitative Research; 5 Research Design: Descriptive and Causal Research; PART III Measurement, Data Collection, and Sampling; 6 Measurement; 7 Primary Data Collection; 8 Designing the Data-gathering Instrument 9 Sampling Methods and Sample Size10 Fielding the Data-gathering Instrument; PART IV Data Analysis and Reporting; 11 Analyzing and Interpreting Data for Decisions; 12 Advanced Data Analysis; 13 The Research Report; PART V Cases; Case 1 Lone Pine Kennel Club; Case 2 Silver Jewelry Stores; Case 3 Select Hotels of North America; Case 4 River Pines School: A; Case 5 River Pines School: B; Case 6 Gary Branch, CPA; Case 7 Juan Carlos' Mexican Restaurant; Case 8 Usedcars.com; Case 9 Welcome Home Church; Case 10 The Learning Source; Case 11 Madison County Country Club; Case 12 Plasco, Inc. Case 13 St John's SchoolCase 14 The Webmasters; Case 15 House of Topiary; Case 16 Professional Home Inspection; Case 17 Europska Databanka; Case 18 Northside Chiropractic Services; Case 19 Internet Versus Mail Surveys; Case 20 Louisiana Purchase Gardens and Zoo; Case 21 Mac's Sausage Company; Case 22 The Online Marketplace; Case 23 Victorian Rose Gift and Flower Shop; Case 24 MCS Publishing Company; Notes; Index
Record Nr.	UNINA-9910786444303321

Pubbl/distr/stampa	Bradford, : Emerald Insight, c2007
Descrizione fisica	1 online resource (104 p.)
Disciplina	658.8/3
Altri autori (Persone)	ShapiroStanley J SvenssonGöran
Collana	European business review
Soggetto topico	Marketing research
Soggetto genere / forma	Electronic books.
ISBN	1-281-14349-9 9786611143497 1-84663-685-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; CONTENTS; EDITORIAL ADVISORY BOARD; Guest editorial; Wroe Alderson: father of modern marketing; The Wroe river: the canyon carved by Alderson; Placing Wroe Alderson's contributions to buyer behavior in historical perspective; An Aldersonian explanation of twenty-first century "mass customization"; Economizing in differentiated distribution networks: a transvection approach; A comment on Alderson's intellectual legacy; Book review
Record Nr.	UNINA-9910458391903321

Autore	Hedin Hans
Edizione	[Second edition.]
Pubbl/distr/stampa	West Sussex, England : , : John Wiley & Sons, , 2014
Descrizione fisica	1 online resource (289 p.)
Disciplina	658.8/3
Soggetto topico	Business intelligence Marketing research
ISBN	1-119-20808-4 1-118-92360-X 1-118-92361-8
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Preface to the second edition -- About the authors -- About global intelligence alliance -- Market intelligence in global organizations -- Market intelligence : drivers and benefits -- Market intelligence in global organizations : survey findings in 2013 -- Roadmap to world class market intelligence -- Key success factors of world class market intelligence -- Intelligence scope : determining the purpose, target groups and focus areas of an intelligence program -- Intelligence process : turning random data into meaningful insight -- Intelligence deliverables : building a high-impact market intelligence product portfolio -- Intelligence tools : collecting, storing and disseminating intelligence -- Intelligence organization : the people and resources that generate the impact -- Intelligence culture : engaging the organization in market intelligence -- Market intelligence for key user groups -- Market intelligence for current awareness across the organization -- Market intelligence for strategic planning -- Market intelligence for marketing, sales and account management -- Market intelligence for innovation and product life cycle management -- Market intelligence for supply chain management -- Developing world class market intelligence programs -- Implementing market intelligence programs -- How to develop an existing market intelligence program for greater impact -- Measuring the impact of mi -- Trends in market intelligence -- Index.
Record Nr.	UNINA-9910132215403321

Autore	Poynter Ray
Pubbl/distr/stampa	Chichester, England : , : Wiley, , 2014
Descrizione fisica	1 online resource (312 p.)
Disciplina	658.8/3
Soggetto topico	Marketing research Mobile commerce Mobile communication systems
ISBN	1-119-20819-X 1-118-93576-4
Classificazione	BUS043060
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers; Contents; Foreword; Introduction; Who the Book is For; The Structure of the Book; Part I: Mobile Market Research; Part II: Qualitative and Quantitative Research; Part III: The Methods and Applications of Mobile Market Research; Part IV: Researching the Mobile Ecosystem, Ethics, and the Future; References to brands and services; Online Material; Repetition; A note of thanks; PART I Mobile Market Research; 1 Overview of Mobile Market Research; Introduction; What Does Mobile Market Research mean? Standardized solutions for mobile market researchWhy the interest in mobile?; 1. The ubiquity of mobile phones; 2. 'In the moment'; 3. Putting the 'Smart' in mobile market research; 4. Passive data collection; A Brief History of Mobile Market Research; The International Dimension; Mobile Quantitative Research; Unintentional mobile; Mobile only surveys; mCAPI; Mixed-mode studies; Mobile Qualitative Research; Mobile Devices and Communities; The Mobile Ecosystem; The Challenges of Mobile Market Research; Shorter surveys; The cost efficiency of PC-based online surveys; Limitations of the devices Variability of mobile devicesAchieving participant cooperation; Ethical, regulatory, and privacy concerns; The Future for Mobile Market Research; 2 Mobile Research in Action; Introduction; Retail Research; Understanding shopping trips and processes; Face-to-face customer research; Retail audits; Mobile shopping; Mystery shopping; The future of mobile market research and retail; Customer Experience and Satisfaction Research; Capturing experiences; Bias and capturing experiences; Event triggered satisfaction surveys; Location triggered satisfaction surveys Alert/timer triggered satisfaction surveysTaking experience and satisfaction further; Advertising Testing; Tracking Brands and Advertising; Product Testing; In use testing; Advanced Quantitative Research; Creating mobile friendly and mobile specific advanced quantitative research; B2B (Business to Business) Research; Sampling issues; Variations in mobile devices; Ethics and intellectual property rights; Summary; 3 The Technology of Mobile Market Research; Introduction; Types of Mobile Devices; Smartphones; Feature phones; Market research and feature phones Tablets (including PDAs and phablets)The link between devices and mobile market research; Connecting with Mobile Participants; Mobile web or mobile internet; SMS/Text; Mobile voice; Mobile applications; The Mobile Ecosystem; Mobile service providers; Device manufacturers and brands; Third-party service providers; The Features of Mobile Phones; 1. Studies via SMS and MMS; 2. Studies via mobile web; 3. Studies via apps; Mobile Operating Systems; Android; Apples iOS; Microsoft Mobile Phone OS; BlackBerry; Symbian; Operating system overview; Location-Based Services; Geolocation uses Different ways of finding the location of a mobile device
Record Nr.	UNINA-9910132166403321