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Handbook of online marketing research

Author: Joshua Grossnickle; Oliver Raskin
Publisher: New York : McGraw-Hill, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"In The Handbook of Online Marketing Research, two pioneers in the field share the latest techniques for conducting research online and show you how to gather the vital customer information that is crucial to your company's success. You'll learn how to use the Internet to survey large numbers of consumers quickly and cost-effectively, and how to retrieve levels of information previously unavailable at any  Read more...
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Document Type: Book
All Authors / Contributors: Joshua Grossnickle; Oliver Raskin
ISBN: 0071361146 9780071361149
OCLC Number: 44669844
Notes: Includes index.
Description: xxi, 433 pages : illustrations ; 24 cm
Contents: Pt. I. Fundamentals --
1. The Research Process --
2. Secondary Research --
3. Qualitative Research --
4. Quantitative Research --
5. Sampling --
6. Data Collection --
7. Questionnaire Design --
Pt. II. Applications --
8. Market Research: Understanding the Market --
9. Segmentation: Developing Target Markets --
10. Competition: Assessment and Positioning --
11. Existing Online Products: Audience Composition and Performance Testing --
12. New Product Concepts --
13. Development --
14. Testing --
15. Marketing --
16. Tracking.
Responsibility: Joshua Grossnickle, Oliver Raskin.

Abstract:

Examines the techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and more. This book  Read more...

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