Introducing marketing research:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Chichester u.a.
Wiley
2002
|
| Schlagwörter: | |
| Links: | http://www.loc.gov/catdir/description/wiley036/2002072360.html http://www.loc.gov/catdir/toc/wiley023/2002072360.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009869967&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XVII, 350 S. |
| ISBN: | 0471497703 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Brief Contents
Foreword By Robert M. Worcester xi
Foreword By David Smith xii
Preface xiii
About the Authors xv
About the Contributors xvi
Part I; Research Design and Methods
Chapter 1: Introduction to Marketing Research 3
Chapter 2: Marketing Research: Process and Design 15
Chapter 3: Desk Research and Secondary Data Collection 43
Chapter 4: Qualitative Research Methods: Data Collection
and Analysis 61
Chapter 5: Survey and Questionnaire Design 85
Part II: Statistical Considerations
Chapter 6: Basic Statistics and Data Analysis 127
Chapter 7: An Introduction to Sampling 149
Chapter 8: Hypothesis Testing and Tests of Association 167
Chapter 9: Hypothesis Testing and Tests of Difference 189
Part III: Contexts in Marketing Research
Chapter 10: International Marketing Research 209
Chapter 11: Internet Marketing Research 225
v
ENTS
Chapter 12: Business to business Markets and Marketing Research 245
Answers to Work Assignment Questions 259
Appendix I: Selected Sources of Secondary Data 315
Appendix II: Statistical Tables 325
Glossary 329
Index 344
Contents
Foreword By Robert M. Worcester xi
Foreword By David Smith xii
Preface xiii
About the Authors xv
About the Contributors xvi
Part I: Research Design and Methods
Chapter 1: Introduction to Marketing Research 3
Introduction 3
What is Marketing Research? 3
The UK Marketing Research Industry 6
Who Conducts the Marketing Research? 7
Marketing Research and Ethics 9
Conclusion 12
References 12
Work Assignments 12
Chapter 2: Marketing Research: Process and Design. 15
Introduction 15
The Marketing Research Process 16
Stage 1 —Problem Definition 16
Stage 2—Decide the Research Plan 20
Stage 3—Data Collection 31
Stage 4—Data Analysis and Interpretation 32
Stage 5—Report Preparation and Presentation 34
Conclusion 36
References 36
Work Assignments 36
Chapter Appendix 37
Chapter 3: Desk Research and Secondary Data Collection 43
Introduction 43
vii
When is Desk Research Useful? 44
Desk Research in the Marketing Research Process 44
Steps in the Desk Research Process 47
The Mind of the Desk Researcher 58
Conclusion 59
References 59
Work Assignments 59
Chapter 4: Qualitative Research: Data Collection and Analysis.. 61
Introduction 61
The Qualitative Market Research Industry 62
Defining Qualitative Research 63
Advantages and Disadvantages of Qualitative Research Techniques 64
Qualitative Research Methods 66
Conclusion 81
References 82
Work Assignments 82
Chapter 5: Survey and Questionnaire Design 85
Introduction 85
Respondent Selection and Questionnaire Design 86
Survey Methods: Personal, Telephone and Mail 87
A Summary of Survey Method Selection and Questionnaire Design 92
The Questionnaire Design Process 95
Structuring the Questionnaire 98
Types of Questions 99
Other Considerations in Questionnaire Design 104
Questioning on Attitudes 106
Coding Questions 109
Conclusion 110
References 110
Work Assignments 111
Part II: Statistical Considerations
Chapter 6: Basic Statistics and Data Analysis 127
Introduction 127
Scales of Measurements 128
Measures of Central Location 129
Coefficient of Variation (CV) 139
Normal Distribution 140
CONTENTS
Standardization 140
Drawing a Scatter Plot 144
Sample Estimates and Standard Errors 145
Conclusion 147
References 147
Work Assignments 147
Chapter 7: An Introduction to Sampling 149
Introduction ,. 149
The Sampling Process 150
Conclusion 164
References 164
Work Assignments 165
Chapter 8: Hypothesis Testing and Tests of Association 167
Introduction 167
Hypothesis Testing 167
Steps in Hypothesis Testing 169
Choosing Appropriate Measures of Association between
Two Variables 171
Conclusion 185
References 185
Work Assignments 185
Chapter 9: Hypothesis Testing and Tests of Differences 189
Introduction 189
Large Single Sample [n 30)—Monadic Test for Average 190
Two Large Samples: Comparative Test of Proportions 193
Small Samples (f test) 196
Small Single sample Monadic f test for Average 197
Two Independent Small Samples: Comparative f test for Averages. 200
Paired Small Sample: Comparative f test for Averages Using
Same Respondents 202
Conclusion 203
References 204
Work Assignments 204
Part III: Contexts in Marketing Research
Chapter 10: International Marketing Research 209
Introduction 209
ix
The International Marketing Environment 210
The Challenge of Equivalence in International Marketing Research. 214
Coordinating International Marketing Research 221
Conclusion 223
References 223
Work Assignments 224
Chapter 11: Internet Marketing Research 225
Introduction 225
The Internet as a Research Medium 226
Comparing On and Off line Marketing Research 228
How It s Done: On line Surveys in Practice 230
Problems with On line Surveys 237
When to Use—and Not to Use—On line Marketing Research .... 239
The Past, Present and Future of Internet Marketing Research .... 240
Conclusion 241
References 242
Work Assignments 243
Chapter 12: Business to business Markets and Marketing
Research 245
Introduction 245
What Makes Business to business Marketing Research Different? . 246
The Process of Business to business Marketing Research 249
Management of Business to business Marketing Research 254
Conclusion 255
References 256
Work Assignments 256
Answers to Work Assignment Questions 259
Appendix I: Selected Sources of Secondary Information 315
Appendix II: Statistical Tables 325
Glossary 329
Index 344
|
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| id | DE-604.BV014440090 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T11:04:16Z |
| institution | BVB |
| isbn | 0471497703 |
| language | English |
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| spellingShingle | Baines, Paul 1973- Chansarkar, Bal Introducing marketing research Marktforschung / Marketing Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4200055-5 |
| title | Introducing marketing research |
| title_auth | Introducing marketing research |
| title_exact_search | Introducing marketing research |
| title_full | Introducing marketing research Paul Baines ; Bal Chansarkar |
| title_fullStr | Introducing marketing research Paul Baines ; Bal Chansarkar |
| title_full_unstemmed | Introducing marketing research Paul Baines ; Bal Chansarkar |
| title_short | Introducing marketing research |
| title_sort | introducing marketing research |
| topic | Marktforschung / Marketing Marketing research Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marktforschung / Marketing Marketing research Marketingforschung |
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