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Produktbild: Marketing Research

Marketing Research EMEA Edition

Fr. 89.90

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

17.05.2019

Verlag

John Wiley & Sons

Seitenzahl

592

Maße (L/B/H)

25.3/20.4/3.1 cm

Gewicht

666 g

Auflage

11. Auflage

Sprache

Englisch

ISBN

978-1-119-58649-4

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

17.05.2019

Verlag

John Wiley & Sons

Seitenzahl

592

Maße (L/B/H)

25.3/20.4/3.1 cm

Gewicht

666 g

Auflage

11. Auflage

Sprache

Englisch

ISBN

978-1-119-58649-4

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  • Produktbild: Marketing Research
  • Preface vii
     
    1 The Role of Marketing Research in Management Decision Making 1
     
    Nature of Marketing 1
     
    The Marketing Concept 2
     
    Opportunistic Nature of Marketing Research 2
     
    External Marketing Environment 2
     
    Marketing Research and Decision Making 3
     
    Marketing Research Defined 3
     
    Importance of Marketing Research to Management 3
     
    Understanding the Ever-Changing Marketplace 4
     
    Social Media and User-Generated Content 4
     
    Proactive Role of Marketing Research 5
     
    Applied Research versus Basic Research 6
     
    Decision to Conduct Marketing Research 6
     
    Development of Marketing Research 8
     
    Inception: Pre-1900 8
     
    Early Growth: 1900-1920 9
     
    Adolescent Years: 1920-1950 9
     
    Mature Years: 1950-2000 10
     
    The Connected World: 2000-2010 10
     
    Big Data and Data Analytics: 2010-Present 12
     
    Summary 14
     
    Key Terms 14
     
    Questions for Review & Critical Thinking 14
     
    Real-Life Research 1.1: Acxiom--The Data Giant 15
     
    Real-Life Research 1.2: Can Anyone Be a Market Researcher? 15
     
    2 The Marketing Intelligence Universe and Research Ethics 17
     
    Rapidly Changing Structure of the Marketing Research Industry 17
     
    Organizations Involved in Marketing Intelligence 18
     
    Consumer and Industrial Goods and Services Producers 18
     
    Governments and Universities 20
     
    Media Companies 20
     
    Custom Research Firms 20
     
    Syndicated Service Firms 21
     
    Digital Companies 22
     
    Competitive Intelligence 22
     
    Limited-Function Research Firms 22
     
    Online and Mobile Tracking Firms 22
     
    Big Data Analytic Firms 23
     
    Specialized Service Suppliers 23
     
    Consumer and Industrial Corporate Marketing Research Departments 24
     
    Research Suppliers 25
     
    Consumer Watch 25
     
    Consumer Buy 27
     
    Using Marketing Research--A Corporate Perspective 27
     
    External Clients 28
     
    Internal Clients 28
     
    Marketing Research Ethics 30
     
    Ethical Theories 30
     
    Research Supplier Ethics 31
     
    Client Ethics 34
     
    Field Service Ethics 36
     
    Respondents' Rights 37
     
    Ethics and Professionalism 38
     
    Summary 41
     
    Key Terms 41
     
    Questions for Review & Critical Thinking 41
     
    Working the Net 42
     
    Real-Life Research 2.1: Hey, No One Is Perfect 42
     
    Real-Life Research 2.2: Coke Juices Up a Market Test 43
     
    3 Problem Definition, Exploratory Research, and the Research Process 44
     
    Critical Importance of Correctly Defining the Problem 44
     
    Recognize the Problem or Opportunity 45
     
    Find Out Why the Information Is Being Sought 46
     
    Understand the Decision-Making Environment with Exploratory Research 46
     
    Use the Symptoms to Clarify the Problem 49
     
    Translate the Management Problem into a Marketing Research Problem 49
     
    Determine Whether the Information Already Exists 50
     
    Determine Whether the Question Can Be Answered 50
     
    State the Research Objectives 51
     
    Research Objectives As Hypotheses 51
     
    Marketing Research Process 51
     
    Creating the Research Design 51
     
    Choosing a Basic Method of Research 54
     
    Selecting the Sampling Procedure 55
     
    Collecting the Data 55
     
    Analyzing the Data 55
     
    Writing and Presenting the Report 55
     
    Following Up 56
     
    Managing the Research Process 56
     
    The Research Request 56
     
    Request for Proposal 57
     
    The Marketing Re