Market Research in the Internet Age: Leveraging the Internet for Market Measurement and Consumer Insight

Raymond Petit, Rob Monster

328 pages, parution le 01/09/2002

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Résumé

Market Research in the 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.

Contents

I- Trends in Global Market Research

The Market Research Framework is Redrawn
The Internet as a Unifying Force
Net-centric Market Research Emerges

II- Global Market Research: Challenges and Opportunities

Results from the Field
Perspectives of Leading Executives and Practitioners

III- Leveraging Internet Technology: A Blueprint for Action

From Transaction to Tracking
Global Access Panels
Online Market Research Project Management
Mixed-Mode Data-Collection
Analyzing Data and Reporting Results
Scaling the One-to-One Experience

IV- Leveraging Internet Technology: A Practical Guide

Evaluating Enterprise Online Market Research Software

V- A Vision for the Future

Outlook and Forecast

Appendix 1. Research Instruments
Appendix 2. List of Firms Providing Executive Interviewees and Information

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Raymond Petit, Rob Monster
Parution	01/09/2002
Nb. de pages	328
Format	16 x 23,5
Couverture	Relié
Poids	660g
Intérieur	Noir et Blanc
EAN13	9780470820643
ISBN13	978-0-470-82064-3