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New Jersey State Library
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Hague, Paul N.
Subjects
Marketing research.
Browse Catalog
by author:
Hague, Paul N.
by title:
Market research in p...
MARC Display
Market
research
in
practice
:
how
to
get
greater
insight
from
your
market
/ Paul Hague, Nick Hague & Carol-Ann Morgan.
by
Hague, Paul N.
London : Kogan Page, 2013.
Subjects
Marketing
research
.
Description:
xiii, 257 pages : illustrations ; 24 cm.
Edition:
Second edition.
Notes:
"First published in Great Britian and the United States in 2004."--T.p. verso.
Contents:
Machine generated contents note: Preface01 Introduction -- Who needs
market
research
? -- New roles for
market
research
-- The effect of regional culture on the use of
market
research
-- The use of
market
research
in business models and frameworks -- Consumer and business-to-business
market
research
-- The scope of
market
research
information -- Quantitative and qualitative
research
-- The
market
research
process -- The organization of
market
research
-- Summary02 Uses of
market
research
-- Understanding markets -- Understanding customers -- Understanding and developing the offer -- Positioning the brand and communications -- Summary03
Market
research
design -- What is worth researching? --
Market
research
suppliers -- The
market
research
brief: a statement of the problem/opportunity -- The
market
research
proposal: the return of brief (ROB) -- The information required -- The accuracy -- The budget -- The timetable -- What to expect in a proposal (return of brief) -- Summary04 Desk
research
-- A veritable gold mine -- An important principle of desk
research
-- Sources of sources: the high-level view -- Industry experts -- The internet -- Online
market
reports -- The press -- Company data -- Government statistics -- Trade and industry bodies -- Directories and lists -- The range of information available from desk
research
-- Planning, recording and evaluating desk
research
-- The limits of desk
research
-- Summary05 Focus groups -- The focus group -- The people that make up a focus group -- When to use focus groups -- Areas of special consideration -- Planning and recruiting groups -- Number of groups -- Venues of groups -- Getting participants to attend -- The group moderator -- Tools of the group moderator -- Summary06 Depth interviewing -- Why use depth interviews? -- Depth interviews in
market
research
design --
How
many depth interviews are needed? -- The role of the telephone in depth interviewing -- Winning cooperation for the interview -- The principles of interviewing -- The interview itself -- The line of questioning -- Developing the discussion guide for the interview -- Probes and prompts -- Summary07 Observation and ethnography -- Observation: a
research
method you can believe -- When to use observation -- The audit: a major application for observation -- Observation in shopping surveys -- Observation in product
research
-- Observation in poster checks -- Observation in checking television viewing -- Setting up observation programmes -- Reporting observational data -- Summary08 Sampling and statistics -- The principles of sampling -- Random sampling in consumer markets -- Choosing the size of the sample -- Sampling error -- Random sampling and non-response -- Quota samples -- Sampling in business-to-business markets -- Using statistics to derive importance of factors -- Using statistics to arrive at needs-based segmentations -- Summary09 Questionnaire design -- What is so difficult about designing a questionnaire? -- The role of questionnaires -- Different types of questionnaires -- Different types of questions -- Behavioural questions -- Attitudinal questions -- Classification questions -- Three steps in questionnaire design -- Formulating the questions -- Arranging the questionnaire layout -- Piloting and testing the draft questionnaire -- Special questionnaires: conjoint analysis -- Trade-off grids (SIMALTO -- simulated multi-attribute level trade-off) -- Summary10 Self-completion questionnaires -- The ubiquitous self-completion questionnaire -- When to use and when not to use self-completion questionnaires -- Principles of designing self-completion questionnaires -- Good
practice
in self-completion questionnaires -- Summary11 Face-to-face interviewing -- Advantages of face-to-face interviews -- Disadvantages of face-to-face interviews -- Street interviews -- Household interviews -- Questionnaire design -- Response rates to surveys: an industry problem -- Hall tests (mall intercepts) -- Summary12 Telephone interviewing -- Why interview by telephone? -- CATI: computer-assisted telephone interviewing -- The art of telephone interviewing: carrying out a successful interview -- Limitations of telephone interviews -- Summary13 Online surveys -- The life cycles of
research
methods -- Sending out e-surveys -- The growth of online panels -- The advantages and disadvantages of panel
research
-- Organizing an online survey -- Online focus groups -- Collecting information from a website -- Google and the rise of the DIY researcher -- Mobile surveys -- Using the net to pose questions -- Summary14 Data analysis -- The analysis of closed questions -- Data analysis of open-ended questions -- Analysis of numerical responses -- A note on data validation -- Multivariate analysis -- Qualitative data analysis -- Semiotics and qualitative
research
-- Summary15 Reporting -- Common rules for both written reports and presentations -- Reporting qualitative data -- Reporting quantitative data -- Drawing conclusions -- Making a presentation -- Summary16 International
market
research
-- Seeing things more clearly -- The structure of the global
market
research
industry -- Response rates internationally -- Measuring attitudes across nations -- Coordinating multi-country studies -- Using desk
research
(secondary
research
) to carry out international
market
research
-- Summary17
Research
trends -- Drivers of change -- Trends in quantitative
research
-- Trends in qualitative
research
-- Making questionnaires more engaging -- Trends amongst users of
market
research
-- Specialization in
market
research
skills -- SummaryBibliography -- Index.
Series:
Market
research
in
practice
series
ISBN:
9780749468644 (pbk.)
0749468645 (pbk.)
Book Format:
Copy/Holding information
Location
Collection
Call No.
Status
New Jersey State Library
Browsing Collection - Level 3
658.83 Hag
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