Verfügbarkeit: Business market research | Technische Universität München

Gespeichert in:

Bibliographische Detailangaben
Beteiligte Personen:	Gofton, Leslie (VerfasserIn), Ness, Mitchell (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	London Kogan Page 1997
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019656856&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	VIII, 166 S.
ISBN:	0749419849

Internformat

MARC


LEADER	00000nam a2200000 c 4500
001	BV024991503
003	DE-604
005	00000000000000.0
007	t\|
008	100417s1997 xx \|\|\|\| 00\|\|\| eng d
020			\|a 0749419849 \|9 0-7494-1984-9
035			\|a (OCoLC)916948672
035			\|a (DE-599)BVBBV024991503
040			\|a DE-604 \|b ger \|e rakwb
041	0		\|a eng
049			\|a DE-11
084			\|a QP 611 \|0 (DE-625)141908: \|2 rvk
100	1		\|a Gofton, Leslie \|e Verfasser \|4 aut
245	1	0	\|a Business market research \|c Leslie Gofton and Mitchell Ness
264		1	\|a London \|b Kogan Page \|c 1997
300			\|a VIII, 166 S.
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
700	1		\|a Ness, Mitchell \|e Verfasser \|4 aut
856	4	2	\|m HBZ Datenaustausch \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019656856&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
943	1		\|a oai:aleph.bib-bvb.de:BVB01-019656856

Datensatz im Suchindex

_version_	1819315087352004608
adam_text	Contents en t Chapter 1 Marketing, planning and decision-making 1 Introduction 1 The marketing mix 2 ^Chapter 2 Decisions, information and marketing research 10 The importance of business information 10 Information needs of modern managers 10 Marketing information systems 12 Chapter 3 Marketing research and the user 19 Information needs in industrial/business-to-business ( marketing 19 Changes in business-to-business marketing 21 Research input 21 Consumer research 25 Specialist areas of research and their users 26 Managers and their needs 26 The range of research data 27 Chapter 4 When to do research 28 Using research to improve decision-making 28 How do we decide when to carry out research? 28 Commissioned research 32 Resource constraints 33 The market for research 34 Chapter 5 The research brief 36 Problem definition 36 Managers problems and the practicalities of research activity 41 What to include in the brief and why 41 Chapter 6 Using in-house or outside sources 43 Pros and cons of in-house facilities 43 External resources - the range of provision and how to choose what suits you best 45 /i Business Marketing Research Matching your needs to the services provided 4 How to evaluate an agency 4 Chapter 7 The research proposal 5 Contents * Critical evaluation $ Qualitative research Surveys and quantitative methods * Chapter 8 Quantitative data 3 2+2=??; data and measurement * Rating scales 6 Measurement properties and summary statistics 6 Measuring attitudes Products and services as attributes 6 Attitude scales and accuracy 7 Chapter 9 Desk research ¦ Desk research in the new age Secondary research The value of these sources for the business researcher Chapter 10 In the field - primary data collection In the field 8 Types of data, types of method Semi-structured data collection Structured data collection 8 Long-term studies Chapter 11 Sampling ¦ Whom do we ask? Getting a sample ... 9 The sampling process 9 Choosing a data collection method 9. Sampling methods 9 Accuracy 1® Determination of sample size ^ Dealing with non-response 10 Chapter 12 Questionnaire design ^ Developing the questionnaire M Covering the research hypotheses 10- Ordering the topics W Treatment of topics ^ Questionnaire layout 107 Establishing the universe of content or forming reseach hypotheses 108 Asking about attitudes 109 Pre-testing or piloting 110 Chapter 13 Interviewing 112 Techniques of interviewing 112 Conducting interviews 113 Forms of interviews and their problems 114 Rapport and the reluctant subject 117 Asking questions 118 When not to do it yourself 119 Chapter 14 Qualitative research 122 What it is and what it is not! 122 Methods to use 122 Specialised techniques in qualitative research 124 The process of qualitative research 126 Features of qualitative research 126 Purposes 127 The growing importance of qualitative research 127 The power of the data 129 Using the data 129 Chapter 15 Quantitative analysis 131 Preparing data 131 Single variable analysis: some simple results from the data 133 Testing for differences 134 The limits of beginner s knowledge 137 Multivariate analysis 137 Chapter 16 Presenting the results 140 Preparation and content 140 Effective communication 141 The functions of the report 142 Report structure 143 The presentation 146 Reading the report 148 Following up the research 149 rtii Business Marketing Research _____ Chapter 17 International research li The growing importance of researching international markets 1 Problems in researching overseas markets 1! Using agencies M Professional fieldworkers abroad 1! Examples drawn from cases of overseas research 1! Cultural differences and the problems of interpretation 15 The limits of marketing research M References i- Index H
any_adam_object	1
author	Gofton, Leslie Ness, Mitchell
author_facet	Gofton, Leslie Ness, Mitchell
author_role	aut aut
author_sort	Gofton, Leslie
author_variant	l g lg m n mn
building	Verbundindex
bvnumber	BV024991503
classification_rvk	QP 611
ctrlnum	(OCoLC)916948672 (DE-599)BVBBV024991503
discipline	Wirtschaftswissenschaften
format	Book
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01029nam a2200289 c 4500</leader><controlfield tag="001">BV024991503</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t\|</controlfield><controlfield tag="008">100417s1997 xx \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749419849</subfield><subfield code="9">0-7494-1984-9</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)916948672</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV024991503</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-11</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 611</subfield><subfield code="0">(DE-625)141908:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Gofton, Leslie</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Business market research</subfield><subfield code="c">Leslie Gofton and Mitchell Ness</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">1997</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">VIII, 166 S.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Ness, Mitchell</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019656856&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-019656856</subfield></datafield></record></collection>
id	DE-604.BV024991503
illustrated	Not Illustrated
indexdate	2024-12-20T14:19:49Z
institution	BVB
isbn	0749419849
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-019656856
oclc_num	916948672
open_access_boolean
owner	DE-11
owner_facet	DE-11
physical	VIII, 166 S.
publishDate	1997
publishDateSearch	1997
publishDateSort	1997
publisher	Kogan Page
record_format	marc
spellingShingle	Gofton, Leslie Ness, Mitchell Business market research
title	Business market research
title_auth	Business market research
title_exact_search	Business market research
title_full	Business market research Leslie Gofton and Mitchell Ness
title_fullStr	Business market research Leslie Gofton and Mitchell Ness
title_full_unstemmed	Business market research Leslie Gofton and Mitchell Ness
title_short	Business market research
title_sort	business market research
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019656856&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT goftonleslie businessmarketresearch AT nessmitchell businessmarketresearch

Verfügbarkeit

‌

Per Fernleihe bestellen
Inhaltsverzeichnis