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Table Of Contents

MARKETING AND INFORMATION
THE ROLE OF CUSTOMER INFORMATION
MARKETING PLANNING AND THE ROLE OF INFORMATION
THE DATABASE AND MARKETING RESEARCH
THE INTERNET, INTRANETS AND EXTRANETS
SUMMARY
BIBLIOGRAPHY
WEBSITES
THE MARKETING DATABASE
WHAT DO WE DO WITH DATA?
GEO-DEMOGRAPHIC AND LIFESTYLE PROFILING
THE PROCESS OF SETTING UP A MARKETING DATABASE
HARDWARE AND SOFTWARE
THE MARKETING DECISION SUPPORT SYSTEM
DATA MINING
MARKETING RESEARCH AND THE DATABASE
CODES OF PRACTICE AND GUIDELINES
THE DMA CODE OF PRACTICE
THE MARKETING RESEARCH INDUSTRY
THE MARKETING RESEARCH BRIEF
MANAGING THE AGENCY RELATIONSHIP
ETHICS, REGULATION AND CODES OF PRACTICE IN MARKET RESEARCH
WHAT IS SECONDARY OR DESK RESEARCH?
THE STRENGTHS AND WEAKNESSES OF SECONDARY DATA
EVALUATING SECONDARY DATA
SOURCES OF SECONDARY DATA
INFORMATION ON ONLINE MARKETS
SEARCHING ONLINE
OBSERVATION STRENGTHS
OTHER OBSERVATION TECHNIQUES
ETHICS IN OBSERVATION RESEARCH
HOW IS OBSERVATION RESEARCH USED?
QUALITATIVE RESEARCH DEFINED
RESEARCH APPLICATIONS
DATA COLLECTION TECHNIQUES IN QUALITATIVE RESEARCH
ONLINE QUALITATIVE RESEARCH
ANALYSIS OF QUALITATIVE DATA
WHAT ARE QUANTITATIVE DATA?
SURVEY METHODS
FACE-TO-FACE INTERVIEWS
IN-HOME OR DOORSTEP INTERVIEWS
TELEPHONE INTERVIEWING
WEB-BASED INTERVIEWS
SELF-ADMINISTERED SURVEYS
OTHER METHODS
WHAT IS A SAMPLE?
THE SAMPLING PROCESS
CHOOSING A SAMPLING METHOD
DETERMINING THE SAMPLE SIZE
IMPLEMENTING A SAMPLING PROCEDURE
THE QUESTIONNAIRE DESIGN PROCESS
WHAT TYPE OF QUESTIONS CAN BE ASKED?
SELECT WORDING AND PHRASING
SEQUENCING
PILOT
QUESTIONNAIRE CHECKLIST
EDITING AND CODING
TABULATION AND BASIC STATISTICAL ANALYSIS
TABULATIONS, HOLE COUNTS AND FREQUENCY
DESCRIPTIVE STATISTICS
STATISTICAL SIGNIFICANCE
HYPOTHESES ABOUT MEANS
MEASURING RELATIONSHIPS
SOFTWARE PACKAGES
PRESENTATION OF THE RESULTS
THE WRITTEN REPORT
THE ORAL PRESENTATION
USE OF GRAPHICS
WEBSITE
Index
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CIM Market Information and Research 2009-2010

CIM Market Information and Research 2009-2010

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Published by Bola Balogun

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Published by: Bola Balogun on Oct 24, 2011
Copyright:Attribution Non-commercial

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