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Market information and research [[electronic resource] /] / Matthew Housden
Market information and research [[electronic resource] /] / Matthew Housden
Autore Housden Matthew
Edizione [2nd ed.]
Pubbl/distr/stampa Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010
Descrizione fisica 1 online resource (289 p.)
Disciplina 658.8
Soggetto topico Marketing research
Research
Soggetto genere / forma Electronic books.
ISBN 1-282-95458-X
9786612954580
1-136-44260-X
0-08-096662-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
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
Record Nr. UNINA-9910460121903321
Housden Matthew  
Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Market information and research [[electronic resource] /] / Matthew Housden
Market information and research [[electronic resource] /] / Matthew Housden
Autore Housden Matthew
Edizione [2nd ed.]
Pubbl/distr/stampa Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010
Descrizione fisica 1 online resource (289 p.)
Disciplina 658.8
Soggetto topico Marketing research
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 eng
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
Record Nr. UNINA-9910785594503321
Housden Matthew  
Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Market information and research / / Matthew Housden
Market information and research / / Matthew Housden
Autore Housden Matthew
Edizione [2nd ed.]
Pubbl/distr/stampa Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010
Descrizione fisica 1 online resource (289 p.)
Disciplina 658.8
658.83
Soggetto topico Marketing research
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 eng
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
Record Nr. UNINA-9910807794803321
Housden Matthew  
Amsterdam ; ; Boston, : Elsevier/BH, 2008, c2010
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui