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Chapter
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1
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Introduction
A dangerous environment. |
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2
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What
is Market Research?
Definition of market research; Overall purposes; The role
of market research; Specific uses of market research; Further
possibilities; Summary. |
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3
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The
Evolution of Market Research
Early days; The last decade. |
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4
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The
E-Dimension
First base; The benefits and drawbacks of online research;
What are the key online research approaches?; The way ahead?;
Implications for the market research industry; Summary.
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5
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The
Global Dimension
The dangers; International research; Research methods; Small
is - possible; Summary. |
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6
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The
State of the Art
Techniques of market research; Data collection; Communications,
advertising, media, and the Internet; Analysis and modeling;
Presentation; Knowledge distinguishes successful companies;
Summary. |
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7
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In
Practice
A research project - an overview; Objective setting; The brief;
Designing a research program; Fieldwork; Data analysis; Reporting;
Making it work; Case study - packaging materials; Case study
- book jackets; Case study - refrigeration control market
in Myanmar (Burma; Case study - Tiger beer in Asia; Case study
- using results to influence the market successfully; Summary.
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8
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Key
Concepts and Thinkers
Glossary; Key concepts and thinkers; The father of market
research; Getting a handle on respondents; Currently used
socio-economic classes (based on the occupation of the head
of a family unit); Core techniques; Questionnaire design;
Computer analyses; Marketing strategy. |
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9
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Resources
Useful organizations; Other bodies; Training films; Magazines;
Desk research; Books; Final word. |
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10
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Ten
Steps to Making Market Research Work
Research as an aid to decision-making; Research must utilize
the necessary information; A sound statistical basis; Asking
the right questions; Choosing and using the right techniques;
Tracking trends; Using the specialists; The communications
element; Analyzing the data; Use it and act on the findings.
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