Marketing research for managers
The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This new edition of the text includes:* The development...
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| Autores Corporativos: | , |
| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London :
Heinemann
2003.
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| Edición: | 3rd ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627762206719 |
Tabla de Contenidos:
- Marketing Research for Managers; Copyright; Contents; Foreword; Preface; Acknowledgements; 1 Introducing marketing research; 1.1 Introduction; 1.2 Who needs marketing research?; 1.3 Who should read this book?; 1.4 What does the book cover?; 1.5 Using this book; 2 Getting started; 2.1 Introduction; 2.2 What does the organization need research for?; 2.2.1 Corporate planning; 2.2.2 Market planning; 2.2.3 Product planning (including packaging and service levels); 2.2.4 Promotional planning; 2.2.5 Distribution planning; 2.2.6 Price planning; 2.3 What types of research data are there?
- 2.3.1 Continuous research2.3.2 Ad hoc research; 2.3.3 Desk research; 2.3.4 Field research; 2.4 How can the organization obtain the research it needs?; 2.4.1 Getting started; 2.4.2 Resources; 2.5 Summary; 3 Marketing research begins at home; 3.1 Introduction; 3.2 What can be done at home?; 3.2.1 Data produced in the normal course of running the organization; 3.2.2 Data acquired through personal contacts; 3.2.3 Accumulated research information; 3.2.4 Decision support systems; 3.3 What goes into an internal information system?; 3.3.1 Operating data; 3.3.2 Market intelligence
- 3.3.3 Information library3.3.4 Customer relationship management systems, data warehouses and data mining; 3.4 Summary; 4 'Off-the-peg' research; 4.1 Introduction; 4.2 Secondary desk research; 4.2.1 Introduction; 4.2.2 Sources; 4.2.3 Finding the pegs; 4.2.4 Using secondary data; 4.3 Syndicated research services; 4.3.1 Index to syndicated research surveys; 4.3.2 Guide to syndicated research services; 4.4 Omnibus research surveys; 4.4.1 Omnibus research services and suppliers; 4.4.2 General population omnibus surveys; 4.4.3 Specialist omnibus surveys; 4.5 Specialist research services
- 4.5.1 Types of research offered via the Market Research Society4.5.2 Consumer classification systems; 4.6 Summary; 5 'Made-to-measure' research; 5.1 Introduction; 5.2 Buying a 'made-to-measure' research survey is just like buying a 'made-to-measure' suit; 5.3 The 'made-to-measure' research process; 5.4 Stage 1: Defining the research required; 5.4.1 Stage 1: Question 1, 'What is the problem?'; 5.4.2 Stage 1: Question 2, 'What data are needed to find a solution?'; 5.5 Summary; 6 How are the data collected?; 6.1 Introduction; 6.2 Interview methods; 6.2.1 Interviewing individuals
- 6.2.2 Attitude measurement6.2.3 Projective techniques; 6.2.4 Interviewing groups; 6.3 Postal or self-completion research; 6.4 Internet and e-mail research; 6.5 Diary panels; 6.6 Telephone research; 6.7 Observation research; 6.7.1 Observation panels; 6.7.2 Retail audits; 6.8 Summary; 7 Who provides the information?; 7.1 Introduction; 7.2 What is a sample?; 7.3 Why use a sample?; 7.4 How is the sample selected?; 7.4.1 Random sampling; 7.4.2 Quota sampling; 7.4.3 Judgement sampling; 7.5 How big does the sample need to be?; 7.5.1 Variability in the population; 7.5.2 Required level of confidence
- 7.5.3 Required limits of accuracy
