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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 | ||
| ||
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 | ||
| ||
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 | ||
| ||