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Marketing scales handbook : multi-item measures for consumer insight research . Volume 11 / / Gordon C. Bruner II
| Marketing scales handbook : multi-item measures for consumer insight research . Volume 11 / / Gordon C. Bruner II |
| Autore | Bruner Gordon C. <1954-> |
| Edizione | [Library version.] |
| Pubbl/distr/stampa | Fort Worth, Texas : , : GCBII Productions, LLC, , [2021] |
| Descrizione fisica | 1 online resource (xxii, 521 pages) |
| Disciplina | 658.8/3 |
| Collana | Marketing Scales Handbooks |
| Soggetto topico |
Marketing research - Statistical methods
Scaling (Social sciences) |
| Soggetto genere / forma | Handbooks and manuals. |
| ISBN | 0-578-89993-0 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910795607303321 |
Bruner Gordon C. <1954->
|
||
| Fort Worth, Texas : , : GCBII Productions, LLC, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing scales handbook : multi-item measures for consumer insight research . Volume 11 / / Gordon C. Bruner II
| Marketing scales handbook : multi-item measures for consumer insight research . Volume 11 / / Gordon C. Bruner II |
| Autore | Bruner Gordon C. <1954-> |
| Edizione | [Library version.] |
| Pubbl/distr/stampa | Fort Worth, Texas : , : GCBII Productions, LLC, , [2021] |
| Descrizione fisica | 1 online resource (xxii, 521 pages) |
| Disciplina | 658.8/3 |
| Collana | Marketing Scales Handbooks |
| Soggetto topico |
Marketing research - Statistical methods
Scaling (Social sciences) |
| Soggetto genere / forma | Handbooks and manuals. |
| ISBN | 0-578-89993-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910816044003321 |
|
Bruner Gordon C. <1954->
|
||
| Fort Worth, Texas : , : GCBII Productions, LLC, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A new brand of business [[electronic resource] ] : Charles Coolidge Parlin, Curtis Publishing Company, and the origins of market research / / Douglas B. Ward
| A new brand of business [[electronic resource] ] : Charles Coolidge Parlin, Curtis Publishing Company, and the origins of market research / / Douglas B. Ward |
| Autore | Ward Douglas B. <1961-> |
| Pubbl/distr/stampa | Philadelphia, : Temple University Press, 2009 |
| Descrizione fisica | 1 online resource (240 p.) |
| Disciplina | 658.8/3 |
| Soggetto topico | Marketing research - United States - History |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-282-43730-5
9786612437304 1-4399-0017-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | A new era of business -- An unlikely leader -- What was commercial research? -- Winning over the skeptics -- Barbarians, farmers, and consumers -- Readers as consumers -- Chasing the consumer, protecting the company -- The legacy of commercial research. |
| Record Nr. | UNINA-9910456579703321 |
|
Ward Douglas B. <1961->
|
||
| Philadelphia, : Temple University Press, 2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A new brand of business [[electronic resource] ] : Charles Coolidge Parlin, Curtis Publishing Company, and the origins of market research / / Douglas B. Ward
| A new brand of business [[electronic resource] ] : Charles Coolidge Parlin, Curtis Publishing Company, and the origins of market research / / Douglas B. Ward |
| Autore | Ward Douglas B. <1961-> |
| Pubbl/distr/stampa | Philadelphia, : Temple University Press, 2009 |
| Descrizione fisica | 1 online resource (240 p.) |
| Disciplina | 658.8/3 |
| Soggetto topico | Marketing research - United States - History |
| ISBN |
1-282-43730-5
9786612437304 1-4399-0017-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | A new era of business -- An unlikely leader -- What was commercial research? -- Winning over the skeptics -- Barbarians, farmers, and consumers -- Readers as consumers -- Chasing the consumer, protecting the company -- The legacy of commercial research. |
| Record Nr. | UNINA-9910780904003321 |
|
Ward Douglas B. <1961->
|
||
| Philadelphia, : Temple University Press, 2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
A new brand of business [[electronic resource] ] : Charles Coolidge Parlin, Curtis Publishing Company, and the origins of market research / / Douglas B. Ward
| A new brand of business [[electronic resource] ] : Charles Coolidge Parlin, Curtis Publishing Company, and the origins of market research / / Douglas B. Ward |
| Autore | Ward Douglas B. <1961-> |
| Pubbl/distr/stampa | Philadelphia, : Temple University Press, 2009 |
| Descrizione fisica | 1 online resource (240 p.) |
| Disciplina | 658.8/3 |
| Soggetto topico | Marketing research - United States - History |
| ISBN |
1-282-43730-5
9786612437304 1-4399-0017-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | A new era of business -- An unlikely leader -- What was commercial research? -- Winning over the skeptics -- Barbarians, farmers, and consumers -- Readers as consumers -- Chasing the consumer, protecting the company -- The legacy of commercial research. |
| Record Nr. | UNINA-9910816342303321 |
|
Ward Douglas B. <1961->
|
||
| Philadelphia, : Temple University Press, 2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Product innovation toolbox [[electronic resource] ] : a field guide to consumer understanding and research / / edited by Jacqueline Beckley, Dulce Paredes, Kannapon Lopetcharat
| Product innovation toolbox [[electronic resource] ] : a field guide to consumer understanding and research / / edited by Jacqueline Beckley, Dulce Paredes, Kannapon Lopetcharat |
| Pubbl/distr/stampa | Hoboken, NJ : , : Wiley-Blackwell, , 2012 |
| Descrizione fisica | 1 online resource (418 p.) |
| Disciplina | 658.8/3 |
| Altri autori (Persone) |
BeckleyJacqueline H
ParedesMaria Dulce LopetcharatKannapon |
| Collana | THEi Wiley ebooks |
| Soggetto topico |
New products
Consumer behavior Marketing research |
| ISBN |
1-280-58791-1
9786613617743 1-118-22920-7 1-118-22924-X 1-118-22925-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research; Contents; Contributors; Acknowledgments; Introduction: From Pixel to Picture; Scoping the innovation landscape; How this book is organized; Part I; Part II; Part III; References; PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER; 1 Setting the Direction: First, Know Where You Are; 1.1 Roles in the corporation - the dance of the knowledge worker; 1.2 Insights leader - learning on the job versus learning in school; 1.3 Being the authentic you; 1.4 What should you read?
1.5 What else do you need to do to prepare to be an insight leader?1.6 Dealing with management and your clients; 1.7 Guidelines to success; 1.8 Reporting results; 1.9 Do not "winstonize"; 1.10 Making it public - helpful hints to grow from student to professional; 1.11 The two types of professionals in the world of evaluating products (and studying consumers); 1.12 Knowing your limits and inviting others in; 1.13 The bottom line - what's it all about?; References; 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy; 2.1 You as a brand 2.2 The roles of the Consumer Explorer2.3 Taking the lead; 2.4 Practical advice from seasoned Consumer Explorers; References; 3 Invention and Innovation; 3.1 Invention and innovation; 3.2 The steam engine: Watt and Boulton; 3.3 Nike: Bowerman and Knight; 3.4 The US Navy: Scott and Sims; 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes; 3.6 Extensibility: Is there a limit to it?; 3.7 Innovation in scaling intensities and emotions; 3.8 Scaling intensities; 3.9 Scaling emotions (hedonics); 3.10 Final remarks; References; 4 Designing the Research Model 4.1 Factors influencing product innovation4.2 Setting up a successful product innovation program; 4.3 Current approach to new product development; 4.4 Iterative qualitative-quantitative research model; References; 5 What You Must Look For: Finding High Potential Insights; 5.1 What is an insight?; 5.2 What is an "ownable" insight?; 5.3 How to develop high potential insights; 5.4 Behavior: The basis for all insights; 5.5 Attitudes and needs: The explanation for behavior; 5.6 Demographics and lifestyles: The personal connection; 5.7 Making insights ownable; 5.8 Summary; References PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER6 Tools for Up-Front Research on Consumer Triggers and Barriers; 6.1 Understanding Consumer Languages; 6.1.1 Consumers do not understand these technical words, so what should we say about our new products?; 6.1.2 How to select a method; 6.1.3 Free elicitation and Zaltman metaphor elicitation technique; 6.1.4 Laddering interview; 6.1.5 Potential problems when applying laddering interview in practice; 6.1.6 Kelly's repertory grid and flash profiling; 6.1.7 Summary and future; References; 6.2 Insights Through Immersion 6.2.1 The power of immersive experience |
| Record Nr. | UNINA-9910141335703321 |
| Hoboken, NJ : , : Wiley-Blackwell, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Product innovation toolbox [[electronic resource] ] : a field guide to consumer understanding and research / / edited by Jacqueline Beckley, Dulce Paredes, Kannapon Lopetcharat
| Product innovation toolbox [[electronic resource] ] : a field guide to consumer understanding and research / / edited by Jacqueline Beckley, Dulce Paredes, Kannapon Lopetcharat |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, NJ : , : Wiley-Blackwell, , 2012 |
| Descrizione fisica | 1 online resource (418 p.) |
| Disciplina | 658.8/3 |
| Altri autori (Persone) |
BeckleyJacqueline H
ParedesMaria Dulce LopetcharatKannapon |
| Collana | THEi Wiley ebooks |
| Soggetto topico |
New products
Consumer behavior Marketing research |
| ISBN |
1-280-58791-1
9786613617743 1-118-22920-7 1-118-22924-X 1-118-22925-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research; Contents; Contributors; Acknowledgments; Introduction: From Pixel to Picture; Scoping the innovation landscape; How this book is organized; Part I; Part II; Part III; References; PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER; 1 Setting the Direction: First, Know Where You Are; 1.1 Roles in the corporation - the dance of the knowledge worker; 1.2 Insights leader - learning on the job versus learning in school; 1.3 Being the authentic you; 1.4 What should you read?
1.5 What else do you need to do to prepare to be an insight leader?1.6 Dealing with management and your clients; 1.7 Guidelines to success; 1.8 Reporting results; 1.9 Do not "winstonize"; 1.10 Making it public - helpful hints to grow from student to professional; 1.11 The two types of professionals in the world of evaluating products (and studying consumers); 1.12 Knowing your limits and inviting others in; 1.13 The bottom line - what's it all about?; References; 2 The Consumer Explorer: The Key to Delivering the Innovation Strategy; 2.1 You as a brand 2.2 The roles of the Consumer Explorer2.3 Taking the lead; 2.4 Practical advice from seasoned Consumer Explorers; References; 3 Invention and Innovation; 3.1 Invention and innovation; 3.2 The steam engine: Watt and Boulton; 3.3 Nike: Bowerman and Knight; 3.4 The US Navy: Scott and Sims; 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes; 3.6 Extensibility: Is there a limit to it?; 3.7 Innovation in scaling intensities and emotions; 3.8 Scaling intensities; 3.9 Scaling emotions (hedonics); 3.10 Final remarks; References; 4 Designing the Research Model 4.1 Factors influencing product innovation4.2 Setting up a successful product innovation program; 4.3 Current approach to new product development; 4.4 Iterative qualitative-quantitative research model; References; 5 What You Must Look For: Finding High Potential Insights; 5.1 What is an insight?; 5.2 What is an "ownable" insight?; 5.3 How to develop high potential insights; 5.4 Behavior: The basis for all insights; 5.5 Attitudes and needs: The explanation for behavior; 5.6 Demographics and lifestyles: The personal connection; 5.7 Making insights ownable; 5.8 Summary; References PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER6 Tools for Up-Front Research on Consumer Triggers and Barriers; 6.1 Understanding Consumer Languages; 6.1.1 Consumers do not understand these technical words, so what should we say about our new products?; 6.1.2 How to select a method; 6.1.3 Free elicitation and Zaltman metaphor elicitation technique; 6.1.4 Laddering interview; 6.1.5 Potential problems when applying laddering interview in practice; 6.1.6 Kelly's repertory grid and flash profiling; 6.1.7 Summary and future; References; 6.2 Insights Through Immersion 6.2.1 The power of immersive experience |
| Record Nr. | UNINA-9910823789303321 |
| Hoboken, NJ : , : Wiley-Blackwell, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Qualitative marketing research [[electronic resource] /] / David Carson ... [el al.]
| Qualitative marketing research [[electronic resource] /] / David Carson ... [el al.] |
| Pubbl/distr/stampa | London, : SAGE, 2001 |
| Descrizione fisica | 1 recurso en línea |
| Disciplina | 658.8/3 |
| Altri autori (Persone) | CarsonDavid <1947-> |
| Soggetto topico |
Qualitative research
Marketing research |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4462-0535-5
0-7619-6366-9 1-84920-962-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; Table of Contents; Preface; Part I : Social Science Research and Marketing; 1 - Philosophy of Research; 2 - Scope of Research in Marketing; 3 - Design of a Research Problem; 4 - Academic, Business and Practitioner Research; Part II : Qualitative Research Methodologies; 5 - Justification of a Qualitative Research Methodology; 6 - In-depth Interviewing; 7 - Care-based Research; 8 - Focus Group Interviewing; 9 - Observational Studies; 10 - Ethnography and Grounded Theory; 11 - Action Research and Action Learning; Part III : Applications and Outcomes of Qualitative Research; 12 - Organizing, Processing and Visualizing Data13 - Writing Qualitative Research Reports; 14 - Integrative Multiple Mixes of Methodologies; 15 - Qualitative Research : Future Evolution; Index |
| Record Nr. | UNINA-9910463061803321 |
| London, : SAGE, 2001 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick
| Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick |
| Pubbl/distr/stampa | [Bradford, England], : Emerald Group Pub., 2004 |
| Descrizione fisica | 1 online resource (73 p.) |
| Disciplina | 658.8/3 |
| Altri autori (Persone) | CrickDavid |
| Collana | Qualitative market research |
| Soggetto topico |
Marketing research
Entrepreneurship |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-51548-1
9786610515486 1-84544-409-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Abstracts & keywords; Guest editorial; Crafting a competitive advantage: tempering entrepreneurial action with positioning-based values; Understanding practices at the "ethnic" marketing/ entrepreneurship interface: a case study of Kirit Pathak; Marketing in the social enterprise context: is it entrepreneurial?; The nature of networking in small firms; Laments and serenades: relationship marketing and legitimation strategies for the cultural entrepreneur; Relationships, marketing and small business: an exploration of links in theory and practice |
| Record Nr. | UNINA-9910449743403321 |
| [Bradford, England], : Emerald Group Pub., 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick
| Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick |
| Pubbl/distr/stampa | [Bradford, England], : Emerald Group Pub., 2004 |
| Descrizione fisica | 1 online resource (73 p.) |
| Disciplina | 658.8/3 |
| Altri autori (Persone) | CrickDavid |
| Collana | Qualitative market research |
| Soggetto topico |
Marketing research
Entrepreneurship |
| ISBN |
1-280-51548-1
9786610515486 1-84544-409-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Abstracts & keywords; Guest editorial; Crafting a competitive advantage: tempering entrepreneurial action with positioning-based values; Understanding practices at the "ethnic" marketing/ entrepreneurship interface: a case study of Kirit Pathak; Marketing in the social enterprise context: is it entrepreneurial?; The nature of networking in small firms; Laments and serenades: relationship marketing and legitimation strategies for the cultural entrepreneur; Relationships, marketing and small business: an exploration of links in theory and practice |
| Record Nr. | UNINA-9910783013003321 |
| [Bradford, England], : Emerald Group Pub., 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
