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因特网时代的市场研究：影响市场测量与消费者见识的因特网 MARKET RESEARCH IN THE INTERNET AGE

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最低价：￥252.80

定价：￥315.95

作者：Robert W. Monster，Raymond C. Pettit 著著

出版社：John Wiley & Sons

出版时间：2002-12-1

I S B N：9780470820643

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因特网时代的市场研究：影响市场测量与消费者见识的因特网 MARKET RESEARCH IN THE INTERNET AGE

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作者简介：Robert Monster is Founder and CEO of Global Market Insite(GMI), a provider of e-Business Solutions for Global Market Research based in Seattle. Mr Monster has extensive experience in Information Technology and is also the inventor of the processes that are the foundation of the company's global business model. Mr Monster holds a BS and MBA from Cornell University. Prior to founding GMI, he worked and lived in Europe, Asia and the Americas as Global Product Development Manager at Procter & Gamble. He is also a member of ESOMAR - World Association of Research Professionals.

内容简介

Market Research in teh Internet Age takes an in-depth look at the forces that are reshaping the market research and business information industry worldwide. As the impact of the Internet and other enabling technologies take hold, many business processes and activities are being affected. This is creating an abundance of opportunities for value creation, both for new and existing players. This book offers:
A visionary discussion of the industry through the eyes of leading practitioners and thinkers in the global market research industry.
A comprehensive review of how enabling technology is being applied across the enterprise and around the world.
Numerous case studies that demonstrate how the Internet can be used as platform to understand consumers as well as customers.
Original research results and executive interviews concerning the state of global market research and the effect of the Internet.
Practical guides for evaluating, building and deploying Net-centric tools for
multi mode and multi country online research management.
This groundbreaking book offers a strategic and visionary analysis of a new era in market research. Written by globally recognized leaders in the field, it puts forward a practical guide to the strategic use of Internet-based technologies and work processes for streamlined management of market research.

作者简介

Foreword
Preface
PART 1 Trends in Global Market Research
1 The Market Research Framework is Redrawn
2 The Internet as a Unifying Force
3 Net-centric Market Research Emerges
PART 2 Global Market Research: Challenges and Opportunities
4 Results from the Field
5 Perspectives of Leading Executives and Practitioners
PART 3 Leveraging Internet Technology: A Blueprint for Action
6 From Transaction to Tracking
7 Global Access Panels
8 Online Market Research Project Management
9 Mixed-Mode Data-Collection
10 Analyzing Data and Reporting Results
11 Scaling the One-to-One Experience
PART 4 Leveraging Internet Technology: A Practical Guide
12 Evaluating Enterprise Online Market Research Software
PART 5 A Vision for the Future
13 Outlook and Forecast
Appendix 1 Research Instruments
Appendix 2 List of Firms Providing Executive Interviewees and Information
Glossary
Index