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Market research handbook.
The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest res...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex, England ; Hoboken, N.J. :
John Wiley & Sons,
©2007.
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| Edición: | 5th ed. / |
| Colección: | ESOMAR world research publication.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- pt. I. Market research : the context, main roles and cornerstones. The role and changing nature of marketing intelligence / David Smith ; What is market research? / Adam Phillips ; Data collections : key stone and cornerstones / John Kelly ; The market research process / Hans-Willi Schroiff
- pt. II. Utilisation towards value creation. Developing a company strategy / Gerard Loosschilder and Maarten Schellekens ; Research for innovation : defining market propositions / Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo ; Refining market propositions Nigel Hollis and Dominic Twose ; Launch and monitoring of in-market performance / Raimund Wildner
- pt. III. Specific research applications. Media research / Andrew Green ; Institutional and social research / Dieter Korczak ; Business to business research / Neil McPhee ; Researching the automotive, healthcare and telecom sectors / Dirk Huisman ; Youth research / Joël-Yves Le Bigot, Catherine Lott-Vernet, Piyul Mukherjee ; Researching diverse individuals and societies / Anjul Sharma ; Opinion polling / Kathleen A. Frankovic ; Employee research / Andrew Buckley and Richard Goosey ; Mystery shopping / Helen Turner ; Customer satisfaction / Laurent Florès
- pt. IV. Recent developments : a closer look. The changing role of the researcher / John Marinopoulos ; Main developments and trends / Ray Poynter ; Online market research / Pete Comley ; Data mining and data fusion / Colin Shearer ; Ethnography and observational research / Hy Mariampolski ; Semiotics : what it is and what it can do for market research / Virginia Valentine ; Creative approaches for the fuzzy front end / Lucile Rameckers and Stefanie Un ; Brain science in search of the emotional unconscious / David Penn
- pt. V. Background building blocks. Annex 1. The research brief / C. Frederic John ; Annex 2. Statistics and significance testing / Paul Harris and Ken Baker ; Annex 3. Demographic and other classifications / Maria van Hamersveld ; Annex 4. Professional ethics and standards / Véronique Jeannin.