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Handbook of online marketing research

Author: Joshua Grossnickle; Oliver Raskin
Publisher: New York : McGraw-Hill, ©2001.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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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Genre/Form: Electronic books
Databases
Additional Physical Format: Print version:
Grossnickle, Joshua.
Handbook of online marketing research.
New York : McGraw-Hill, ©2001
(DLC) 00060940
(OCoLC)49492718
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Joshua Grossnickle; Oliver Raskin
ISBN: 0071378456 9780071378451
OCLC Number: 49569108
Notes: Includes index.
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2011. MiAaHDL
Description: 1 online resource (xxi, 433 pages) : illustrations
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: Copyright; Contents; Preface; Acknowledgments; Introduction; PART I Fundamentals; CHAPTER 1: The Research Process; CHAPTER 2: Secondary Research; CHAPTER 3: Qualitative Research; CHAPTER 4: Quantitative Research; CHAPTER 5: Sampling; CHAPTER 6: Data Collection; CHAPTER 7: Questionnaire Design; PART II Applications; CHAPTER 8: Market Research: Understanding the Market; CHAPTER 9: Segmentation:Developing Target Markets; CHAPTER 10: Competition:Assessment and Positioning; CHAPTER 11: Existing Online Products: Audience Composition and Performance Testing. CHAPTER 12: New Product ConceptsCHAPTER 13: Development; CHAPTER 14: Testing; CHAPTER 15: Marketing; CHAPTER 16: Tracking; Glossary; Index.
Other Titles: Online marketing research
Responsibility: Joshua Grossnickle, Oliver Raskin.
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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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