Gespeichert in:
| Vorheriger Titel: | Manual of industrial marketing research |
|---|---|
| Weitere beteiligte Personen: | |
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London
Kogan Page
1991
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021686928&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | 482 S. graph. Darst. |
| ISBN: | 0749404213 |
Internformat
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| 245 | 1 | 0 | |a Researching business markets |b the IMRA handbook of business to business marketing research |c ed. by Ken Sutherland |
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Datensatz im Suchindex
| _version_ | 1819359888643457024 |
|---|---|
| adam_text | Contents
Preface 9
Foreword j j
List of Contributors 7 5
PART I: INTRODUCTION 23
1. General Introduction - Ken Sutherland 25
2. Marketing and Marketing Research - Andrew Mdntosh 29
3. The Scope of Business Marketing Research - David Smith 45
PART II: THE TECHNIQUES OF BUSINESS
MARKETING RESEARCH 71
4. Preparing for a Business Marketing Research Project
- ]ohann Aucamp 73
5. Desk Research - Martin Stoll 83
6. The Collection of Primary Data - Christine Eborall 95
7. Sample Design, Selection and Estimating - Phyllis Macfarlane 141
5
Researching Business Markets - The IMRA Handbook
8. The Skills of Interviewing - Tony hake 163
9. Questionnaire Use and Design - Paul Hague 177
PART III: ANALYSIS, INTERPRETATION AND
PRESENTATION 217
10. Analysis and Interpretation of Quantitative Data - Rick Moore 219
11. Analysis and Interpretation of Qualitative Data - Nick Watkins 237
12. The Presentation of Survey Results - John Wigzell 253
PART IV: THE APPLICATIONS OF BUSINESS MARKETING
RESEARCH 287
13. Product Market Size - Tony Dent 289
14. Researching Competitors - Conrad Brigden 307
15. Corporate Image - Peter Hutton 325
16. New Product Development and Testing - Ken Sutherland 341
17. Advertising Research - Roy Haworth 351
18. The Role of Sales Forecasting in Business Planning
- Alan Wolfe 359
19. Acquisition Research - Chris da Costa 373
PART V: INTERNATIONAL RESEARCH 393
20. International Research - Denis Pirie 395
PART VI: THE MANAGEMENT OF BUSINESS MARKETING
RESEARCH 419
21. The Management of Commissioned Research - Keith Bailey 421
6
Contents
22. Personal and Corporate Organisation - Ken Sutherland 443
PART VII: APPENDICES 453
A. IMRA - its Aims, Functions and Membership Grades 455
B. Qualifications and Training in Business Marketing Research 459
C. Summary of the Code of Conduct 461
D. List of Information Sources 465
E. Bibliography of Major Relevant Texts 467
F. The Export Marketing Research Scheme 471
Index 474
7
|
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| publishDate | 1991 |
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| spellingShingle | Researching business markets the IMRA handbook of business to business marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 (DE-588)4143413-4 |
| title | Researching business markets the IMRA handbook of business to business marketing research |
| title_auth | Researching business markets the IMRA handbook of business to business marketing research |
| title_exact_search | Researching business markets the IMRA handbook of business to business marketing research |
| title_full | Researching business markets the IMRA handbook of business to business marketing research ed. by Ken Sutherland |
| title_fullStr | Researching business markets the IMRA handbook of business to business marketing research ed. by Ken Sutherland |
| title_full_unstemmed | Researching business markets the IMRA handbook of business to business marketing research ed. by Ken Sutherland |
| title_old | Manual of industrial marketing research |
| title_short | Researching business markets |
| title_sort | researching business markets the imra handbook of business to business marketing research |
| title_sub | the IMRA handbook of business to business marketing research |
| topic | Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketingforschung Marktforschung Aufsatzsammlung |
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