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The Market Research Toolbox A Concise Guide for Beginners

214,99 €

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

24.04.2015

Verlag

KNV Besorgung

Seitenzahl

400

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

570 g

Auflage

4. überarbeitete Auflage

Sprache

Englisch

ISBN

978-1-4522-9158-1

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

24.04.2015

Verlag

KNV Besorgung

Seitenzahl

400

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

570 g

Auflage

4. überarbeitete Auflage

Sprache

Englisch

ISBN

978-1-4522-9158-1

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: The Market Research Toolbox
  • Produktbild: The Market Research Toolbox
  • Preface
    Plan of the Book
    Who Should Read This Book?
    A Note on Pedagogy
    Acknowledgments
    PART I: Introduction
    1. Nature and Characteristics of Market Research
    How Many Kinds of Market Research?
    Research Techniques
    Discussion Questions
    Suggested Readings
    2. Planning for Market Research
    From Decision Problem to Information Gap
    Types of Decision Problems: The Decision Cycle
    Matching Tools to Decisions
    Effective Application of Research Tools
    Summary
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    Appendix 2A: Financial Planning for Market Research
    PART II: Archival Research
    3. Secondary Research
    Procedure
    Examples
    Future Directions
    Strengths and Weaknesses
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    Appendix 3A: Search Techniques for Gathering Market Information
    Summary: Search Strategy for Secondary Research
    4. Big Data
    Before Big Data
    Procedure
    Future Directions
    Strengths and Weaknesses
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    PART III: Qualitative Research
    5. Customer Visits
    Programmatic Customer Visits for Market Research
    Examples of Visit Programs
    Hybrid and Ad Hoc Examples
    Cost
    Strengths and Weaknesses
    Future Directions
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    6. The Focus Group
    Applications
    Comparison to Customer Visits
    Procedure
    Cost Factors
    Examples
    Future Directions
    Strengths and Weaknesses
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    7. Interview Design
    Style of Questioning
    Procedure for Question Selection
    Some Good (and Bad) Questions
    Good (and Bad) Interviewer Behaviors
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    8. Qualitative Sampling and Data Analysis
    Why Sampling?
    Projection from N = 1
    Projections From Qualitative Samples of N is less than or equal to 32
    Binomial Inferences
    Multinomial Inferences
    Measures of Association
    Summary: Rules of Thumb
    Implementing Qualitative Samples
    Qualitative vs. Quantitative Sampling-An Integration
    Qualitative Data Analysis
    Discussion Questions
    Suggested Readings
    PART IV: Quantitative Research
    9. Survey Research
    Procedure
    Conducting the Survey Yourself
    Cost Factors
    Applications
    Future Directions
    Strengths and Weaknesses
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    10. Questionnaire Design
    Procedure
    Generating Content for Questionnaires
    Best Practices and Rules to Observe
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    Chapter 11: Experimentation
    Example 1: Crafting Direct Marketing Appeals
    Commentary on Direct Marketing Example
    Example 2: Selecting the Optimal Price
    Commentary on Pricing Example
    Example 3: Concept Testing-Selecting a Product Design
    Commentary on Product Design Example
    Example 4: A-B Tests for Website Design
    Commentary on the A-B Test Example
    General Discussion
    Future Directions
    Strengths and Weaknesses
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    12. Conjoint Analysis
    Designing a Conjoint Analysis Study
    Future Directions
    Strengths and Weaknesses
    Choosing Among Options for Experimentation
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    13. Sampling for Quantitative Research
    Types of Samples
    The Terrible Beauty of Probability Samples
    How to Draw a Probability Sample
    Estimating the Required Sample Size
    Formula for Computing Sample Size
    Estimating the Variance for a Proportion
    Estimating the Variance for a Mean Value
    Sampling Reminders and Caveats
    Discussion Questions
    Suggested Readings
    14. Quantitative Data Analysis
    Procedure
    Types of Data Analysis in Market Research
    Managerial Perspective on Data Analysis
    Dos and Don'ts
    Discussion Questions
    Suggested Readings
    PART V: The Big Picture
    15. Combining Research Techniques Into Research Strategies
    Developing New Products
    Redesigning a Website
    Assessing Customer Satisfaction
    Segmenting a Market
    Expanding Into New Markets
    Repositioning a Brand
    Developing an Advertising Campaign
    Commentary
    Discussion Questions
    16. The Limits of Market Research
    Identifying Boundary Conditions
    Formulating Boundary Conditions
    When Quantitative Market Research Can't Be Done
    What Qualitative Research Can Do
    Summary and Conclusion
    Discussion Questions
    Suggested Readings
    Index
    About the Author