Title:
Business to business marketing research
Personal Author:
Edition:
2nd ed.
Publication Information:
Mason, OH : Texere, 2005
Physical Description:
1 CD -ROM ; 12 cm.
ISBN:
9780324222302
General Note:
Accompaniees text of the same title : HF5415.1263 B564 2005
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010098146 | CP 7351 | Computer File Accompanies Open Access Book | Compact Disc Accompanies Open Access Book | Searching... |
On Order
Summary
Summary
BUSINESS TO BUSINESS MARKETING RESEARCH is written by proven research powerhouses. Drawing upon their collective years of experience, the authors examine topics unique to B2B, equipping readers with the tools and the techniques for effective research. The book spotlights new techniques related to focus groups and in-depth interviews, as well as the impact of data mining and other computer and technology-driven types of research. an accompanying CD enables users to apply the tips and techniques to live data.
Table of Contents
| 1 Business-to-Business Research |
| 2 Value-Based Marketing Perspective |
| 3 Secondary Sources of Information |
| 4 Marketing Databases |
| 5 Analytical Techniques |
| 6 Designing Survey Research |
| 7 Fielding Survey Research |
| 8 Qualitative Research Method |
| 9 Focus Group Interviews |
| 10 Conjoint Analysis |
| 11 Multidimensional Scaling and Preference Mapping |
| 12 Marketing Mix Models and Financial Returns |
