The market research toolbox : a concise guide for beginners
著者
書誌事項
The market research toolbox : a concise guide for beginners
Sage Publications, c1996
- : pbk.
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注記
Includes index
内容説明・目次
内容説明
An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox describes how to think of market research in the context of making a business decision.
The book begins by defining market research and discussing some of the various types and techniques. It then examines what objectives can be met by doing market research and the expected payoffs. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modelling and experimentation. The author describes how each technique works along with its costs and uses, tips for success, when and how to use certain techniques and precautions to take while using them. Next, he discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketeers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy.
目次
PART ONE
Nature of Market Research
Planning for Market Research
PART TWO
Secondary Research
Customer Visits
The Focus Group
Survey Research
Choice Modeling
Experimentation
PART THREE
New Market Research Techniques
Combining Research Techniques into Strategies
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