Pubbl/distr/stampa	Hershey, Pennsylvania : , : Business Science Reference, , 2017
Descrizione fisica	PDFs (427 pages) : illustrations
Disciplina	658.8/3
Collana	Advances in Business Information Systems and Analytics (ABISA) Book Series
Soggetto topico	Marketing research Marketing research - Data processing
Soggetto non controllato	Computational intelligence Consumer analytics Customer location data E-commerce Fuzzy clustering Online marketing Predictive analytics
ISBN	1-5225-0998-4
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	A new perspective on RFM analysis / Mohammad Hasan Aghdaie, Parham Fami Tafreshi -- A novel approach to segmentation using customer locations data and intelligent techniques / Basar Öztaysi [and 3 others] -- Fuzzy clustering: an analysis of service quality in the mobile phone industry / Mashhour H. Baeshen, Malcolm J. Beynon, Kate L. Daunt -- An analysis of the interactions among the enablers of information communication technology in humanitarian supply chain management: a fuzzy-based relationship modelling approach / Gaurav Kabra, A Ramesh -- Auto associative extreme learning machine based hybrids for data imputation / Chandan Gautam, Vadlamani Ravi -- Multi-criteria decision making in marketing by using fuzzy rough set / Tapan Kumar Das -- Fuzzy multi-objective association rule mining using evolutionary computation / Ganghishetti Pradeep, Vadlamani Ravi -- Improved seating plans for movie theatre to improve revenue: an integrated best worst method with EMSR-B / Kedar Pandurang Joshi, Nikhil Lohiya -- Applications of the stochastic multicriteria acceptability analysis method for consumer preference study / Tadeusz Trzaskalik [and 3 others] -- Modeling consumer opinion using RIDIT and grey relational analysis / Rohit Vishal Kumar, Subhajit Bhattacharyya -- Sentiment analysis as a tool to understand the cultural relationship between consumer and brand / Nicola Capolupo, Gianpaolo Basile, Giancarlo Scozzese -- Improving customer experience using sentiment analysis in e-commerce / Vinay Kumar Jain, Shishir Kumar -- Adoption of online marketing for service SMEs with multi-criteria decision-making approach / Lanndon Ocampo [and 3 others] -- E-retailing from past to future: definitions, analysis, problems, and perspectives / Zehra Kamisli Ozturk, Mehmet Alegoz -- Fuzzy time series: an application in e-commerce / Ali Karasan, Ismail Sevim, Melih Çinar -- Understand the frequency of application usage by smartphone users: door is open, but closes quickly / Geetika Jain, Sapna Rakesh -- Car safety: a statistical analysis for marketing management / António Carrizo Moreira, Monica Gouveia, Pedro Macedo -- Banking credit scoring assessment using predictive K-nearest neighbour (PKNN) classifier / Saroj Kanta Jena, Anil Kumar, Maheshwar Dwivedy -- Prediction of the quality of fresh water in a basin / Sira M. Allende [and 4 others] -- Operating commodities market by automated traders / Fodil Laib, Mohammed Said Radjef.
Record Nr.	UNINA-9910148745503321

Edizione	[5th ed. /]
Pubbl/distr/stampa	Chichester, West Sussex, England ; ; Hoboken, N.J.., : John Wiley & Sons, c2007
Descrizione fisica	1 online resource (657 p.)
Disciplina	658.8/3
Altri autori (Persone)	HamersveldMario van BontCees de <1964->
Soggetto topico	Marketing research
ISBN	1-119-20804-1 1-282-34824-8 9786612348242 0-470-51793-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Market Research Handbook; Contents; Contributors; Foreword; Editorial; Acknowledgement; PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES; 1 The Role and Changing Nature of Marketing Intelligence; 2 What is Market Research?; 3 Data Collection: Key Stone and Cornerstones; 4 The Market Research Process; PART TWO UTILISATION TOWARDS VALUE CREATION; 5 Developing a Company Strategy; 6 Research for Innovation: Defining Market Propositions; 7 Refining Market Propositions; 8 Launch and Monitoring of In-Market Performance; PART THREE SPECIFIC RESEARCH APPLICATIONS; 9 Media Research 10 Institutional and Social Research11 Business to Business Research; 12 Research in Specific Domains: Health Care; Automotives and Telecom; 13 Youth Research; 14 Researching Diverse Individuals and Societies; 15 Opinion Polling; 16 Employee Research; 17 Mystery Shopping; 18 Customer Satisfaction; PART FOUR RECENT DEVELOPMENTS - A CLOSER LOOK; 19 The Changing Role of the Researcher; 20 Main Developments and Trends; 21 Online Market Research; 22 Data Mining and Data Fusion; 23 Ethnography and Observational Research; 24 Semiotics: What it is and What it Can Do for Market Research 25 Creative Approaches for the Fuzzy Front End26 Brain Science: In Search of the Emotional Unconscious; PART FIVE BACKGROUND BUILDING BLOCKS; Annex 1 The Research Brief; Annex 2 Statistics and Significance Testing; Annex 3 Demographic and Other Classifications; Annex 4 Professional Ethics and Standards; Index
Record Nr.	UNINA-9910146105103321

Autore	Diamond Wendy <1953-, >
Pubbl/distr/stampa	New York : , : Routledge, , 2004
Descrizione fisica	1 online resource (367 p.)
Disciplina	658.8/3
Altri autori (Persone)	OppenheimMichael R
Soggetto topico	Marketing research Strategic planning
Soggetto genere / forma	Electronic books.
ISBN	0-7890-6006-X 1-135-18559-X 0-203-86246-5 0-7890-3320-8
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Introduction -- Researching the competitive environment -- Research about customers -- Research for the promotional strategy -- Researching the sales strategy -- Researching price, packaging, and place -- Special topics.
Record Nr.	UNINA-9910457912303321

Autore	Wilson Alan <1958->
Edizione	[Third edition.]
Pubbl/distr/stampa	Harlow, England : , : Financial Times Prentice Hall, , [2012]
Descrizione fisica	1 online resource (433 pages) : illustrations
Disciplina	658.8/3
Soggetto topico	Marketing research
ISBN	1-4058-9888-7
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover -- Marketing Research -- Contents -- Foreword by the Chair of the market research -- Preface -- Guided tour -- Acknowledgements -- The role of marketing research and customer information in decision making -- Ford - integrated customer information drives product development -- Introduction -- An integrated approach -- Marketing research: a definition -- The customer database: a definition -- User-generated content: a definition -- The marketing concept and the need for marketing information -- The information explosion -- The marketing research and database industry -- The professional bodies and associations in the marketing research industry -- Maintaining the distinction between marketing research and direct marketing -- Summary and an integrated approach -- Discussion questions -- Additional reading -- References -- The marketing research process -- Virgin Atlantic - journeys to work -- Introduction -- Stage 1: identification of problems and opportunities -- Stage 2: formulation of research needs/research brief -- Stage 3a: selection of research provider/agency -- Stage 3b: creation of research design/choice of research method -- Stage 4: collection of secondary data -- Stage 5: collection of primary data -- Stage 6: analysis of data -- Stage 7: preparation and presentation of research findings and recommendations -- Managing the client/agency relationship -- Ethics in marketing research -- Summary and an integrated approach -- Discussion questions -- Additional reading -- References -- Secondary data and customer databases -- Wal-Mart's data warehouse -- Introduction -- The uses, benefits and limitations of secondary data -- Sources of secondary data -- The customer database -- A database as a source of marketing intelligence -- Database software -- Marketing decision support systems -- External secondary information. Summary and an integrated approach -- Discussion questions -- Additional reading -- Websites -- References -- Collecting observation data and monitoring online user-generated content -- London Underground - observing the service -- Introduction -- Observation research defined -- Categories of observation -- Specific observation methods -- Ethical issues in observation research -- Summary and an integrated approach -- Discussion questions -- Additional reading -- Reference -- Collecting and analysing qualitative data -- The Police - understanding the public -- Introduction -- Qualitative research defined -- Types of research most suited to qualitative research -- The individual depth interview -- Group discussions -- Projective techniques -- Technological developments in qualitative research -- Analysis of qualitative data -- Interpretation of the data -- Another approach to qualitative data analysis - grounded theory -- Summary and an integrated approach -- Discussion questions -- Additional reading -- References -- Collecting quantitative data -- The National Readership Survey -- Introduction -- Quantitative research defined -- Survey methods -- Face-to-face methods -- Telephone interviewing -- Self-administered surveys -- Mobile phone surveys -- Omnibus surveys -- Hall tests -- Placement tests -- Simulated test markets -- Panels -- Mixed-mode studies -- Summary and an integrated approach -- Discussion questions -- Additional reading -- References -- Designing questionnaires -- The Target Group Index -- Introduction -- The questionnaire-design process -- Step 1: develop question topics -- Step 2: select question and response formats -- Step 3: select wording -- Step 4: determine sequence -- Step 5: design layout and appearance -- Step 6: pilot test -- Step 7: undertake survey -- Summary and an integrated approach -- Discussion questions. Additional reading -- Reference -- Sampling methods -- Television audience measurement -- Introduction -- The sampling process -- Step 1: define the population of interest -- Step 2: determine whether to sample or census -- Step 3: select the sampling frame -- Step 4: choose a sampling method -- Step 5: determine sample size -- Step 6: implement the sampling procedure -- Summary and an integrated approach -- Discussion questions -- Additional reading -- Reference -- Analysing quantitative data -- Tetley and the round tea bag -- Introduction -- Coding -- Data entry -- Tabulation and statistical analysis -- Statistical significance -- Testing goodness of fit: chi-square -- Hypotheses about means and proportions -- Measuring relationships: correlation and regression -- Multivariate data analysis -- Summary and an integrated approach -- Discussion questions -- Additional reading -- Quantitative analysis/questionnaire design software suppliers -- Reference -- Presenting the research results -- MTV and Microsoft: disseminating findings in an unorthodox manner -- Introduction -- Understanding the audience -- The marketing research report format -- The oral presentation format -- Visual display of data -- Common dangers in the reporting and presentation of results -- Presentations on the Internet -- Summary and an integrated approach -- Discussion questions -- Additional reading -- Websites -- Reference -- Marketing research in action: case histories -- Case 1: Lynx - launching a new brand -- Case 2: Sony Ericsson - understanding the mobile phone market -- Case 3: AIR MILES - researching advertising effectiveness -- Case 4: The Metro - newspaper media research and understanding the readers -- Case 5: Birmingham Airport - researching customer satisfaction -- Case 6: Gü - establishing a community for research. Case 7: English rugby - researching participation -- Case 8: Malta and MTV - researching attitudes -- Case 9: Allied Domecq - researching lifestyles -- Case 10: Dove - researching beauty for a communications campaign -- Current issues in marketing research -- Issue 1: Marketing research versus customer insight -- Issue 2: Merging marketing research with customer databases -- Issue 3: Observation and surveillance cameras -- Issue 4: Declining response rates -- Issue 5: Challenges of business-tobusiness research -- Issue 6: Difficulties in achieving representative samples -- Issue 7: Research and social media -- Issue 8: Multi-mode interviewing -- Issue 9: Using technology for data collection -- Issue 10: Clients going direct to respondents -- Issue 11: International research -- Issue 12: The respondents' view of research -- Appendix 1 Statistical tables -- Appendix 2 Snap Getting Started Guide -- Glossary -- Index.
Record Nr.	UNINA-9910154646503321

Edizione	[2nd ed.]
Pubbl/distr/stampa	London, : Routledge, ©2008
Descrizione fisica	1 online resource (443 p.)
Disciplina	658.8/3
Altri autori (Persone)	StevensRobert E. <1942-> WrennBruce SherwoodPhilip K RuddickMorris E
Soggetto topico	Marketing research
Soggetto genere / forma	Electronic books.
ISBN	1-283-70967-8 0-203-05045-2 1-136-42212-9
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; The Marketing Research Guide; Copyright; CONTENTS; Preface; Acknowledgments; Chapter 1 Introduction to Marketing Research; THE MARKETING DECISION ENVIRONMENT; MARKETING RESEARCH; MARKETING RESEARCH AND DECISION MAKING; STRATEGIC VERSUS TACTICAL INFORMATION NEEDS; RESEARCH FOR STRATEGIC DECISIONS; STEPS IN A MARKETING RESEARCH PROJECT; APPLICATIONS OF MARKETING RESEARCH; MARKETING INFORMATION SYSTEMS; SUMMARY; WORKSHEET; Chapter 2 Research Designs for Management Decisions; THE DECISION-MAKING PERSPECTIVE OF RESEARCH; THE RESEARCH DESIGN DECISION PROCESS; TYPES OF RESEARCH DESIGNS SUMMARYWORKSHEET; Chapter 3 Experimentation; WHAT IS EXPERIMENTATION?; TERMINOLOGY; VALIDITY AND EXPERIMENTATION; FIELD VERSUS LABORATORY EXPERIMENTS; EXPERIMENTAL DESIGN SYMBOLS; ETHICS AND EXPERIMENTATION; EXPERIMENTAL RESEARCH DESIGNS; LIMITATIONS OF CAUSAL RESEARCH; EX POST FACTO RESEARCH; TEST MARKETING; SUMMARY; WORKSHEET; Chapter 4 Measurement; WHAT IS TO BE MEASURED?; WHO IS TO BE MEASURED?; HOW TO MEASURE WHAT NEEDS TO BE MEASURED; IMPROVING THE MEASUREMENT PROCESS; DEVELOPING VALID AND RELIABLE MEASUREMENT INSTRUMENTS; SUMMARY; WORKSHEET; Chapter 5 Introduction to Data Collection SOURCES OF DATATYPES OF DATA; SECONDARY DATA SOURCES; SECONDARY DATA SOURCES ON THE WORLD WIDE WEB; YOUR LOCAL LIBRARY; USES OF SECONDARY DATA; PRIMARY DATA; TYPES OF PRIMARY DATA; METHODS OF COLLECTING PRIMARY DATA; PROCEDURES OF THE COMMUNICATION METHOD; PERSONAL INTERVIEWING; TELEPHONE INTERVIEWING; MAIL SURVEYING; STRENGTHS AND WEAKNESSES OF COMMUNICATION METHODS; PROCEDURES OF THE OBSERVATION METHOD; SUMMARY; WORKSHEET; Chapter 6 Designing the Data-Gathering Instrument; GOALS OF A QUESTIONNAIRE; CLASSIFICATION OF QUESTIONS; STEPS IN DESIGNING A QUESTIONNAIRE; SUMMARY; WORKSHEET Chapter 7 Fielding the Data-Gathering InstrumentPLANNING; GUIDELINES FOR INTERVIEWERS; INTERVIEWING RELATIONSHIP; INTERVIEWING SITUATION; THE ACTUAL INTERVIEW; GENERAL RULES OF FIELDING A RESEARCH PROJECT; ERRORS IN DATA COLLECTION; TYPES OF NONSAMPLING ERRORS; SUMMARY; WORKSHEET; Chapter 8 Sampling Methods and Sample Size; WHAT IS SAMPLING?; SAMPLING DECISION MODEL; WHAT IS A "SIGNIFICANT" STATISTICALLY SIGNIFICANT DIFFERENCE?; SUMMARY; WORKSHEET; Chapter 9 Analyzing and Interpreting Data for Decisions; FROM DATA TO DECISIONS; DATA SUMMARY METHODS; CROSS-TABULATION ADVANCED ANALYTICAL TECHNIQUESSUMMARY; WORKSHEET; Chapter 10 Advanced Data Analysis; MARKETING RESEARCH AND STATISTICAL ANALYSIS; HYPOTHESIS TESTING; MEASURES OF ASSOCIATION; SUMMARY; WORKSHEET; Chapter 11 The Research Report; TYPES OF WRITTEN REPORTS; REPORT FORMAT; ORAL REPORTS; PRESENTING STATISTICAL DATA; SUMMARY; WORKSHEET; Chapter 12 Industrial and International Market Research; INDUSTRIAL MARKET RESEARCH; APPROACHING THE INDUSTRIAL MARKET RESEARCH PROJECT; INTERNATIONAL MARKET RESEARCH; SURVEY DATA-GATHERING METHODOLOGY DECISIONS; TYPES OF INTERVIEWS THE IMPORTANCE OF RELEVANT MARKET INFORMATION
Record Nr.	UNINA-9910462177303321