About the book What the experts are saying About the Author Table of contents Order Now
 
 
Asinine Advertising - Click to see larger image
 
 
Also consider:
Marketing Mayhem by Herschell Gordon Lewis
 
 
 
 

Table of contents for

Business to Business Marketing Research

by Martin P. Block & Tamara S. Block

  1. The Business-to-Business Research Landscape
    • Nature of Business-to-Business Marketing
      • Derived Demand
      • Buying Cycle and Influences
      • Negotiation and the Value of Information
      • Customer Service
    • Business-to-Business Marketing Problems
      • Identifying Market Characteristics
      • Determining Pricing
      • Developing New Products
      • Developing Promotions
      • Creating Sales Force Support
      • Getting Distribution
      • Evaluating Customer Satisfaction
    • The Research Process
      • Defining Research Problems
      • Establishing Research Objectives, Research Hypotheses, and Information Needs
      • Presenting the Results
    • Ways to Classify Research
      • Primary Versus Secondary Research
      • Custom Versus Syndicated Research
      • Exploratory, Conclusive, and Evaluative Research
      • Business-to-Business Information
    • The Research Industry
      • Syndicated Research Suppliers
      • Custom Research Suppliers
      • Field Services
      • Web-Based Suppliers
      • Consultants
  2. Managing Business-to-Business Market Research
    • Value-Based Marketing Perspectives
      • Increasing Business
      • Defining Customers and Prospects
    • Building and Maintaining the Marketing Database
      • Building the Marketing ResearchDatabase
      • Assembling the Data
      • Preparing the Data
      • Selecting the Statistical Model
      • Applying the Analysis to the Problem
    • The Research Budget
      • Research and Instrument Design
      • Data Collection
      • Data Preparation and Analysis
      • Final Report and Presentation
    • Notes
  3. Secondary Sources of Information
    • Commercial Databases
      • Bibliographic Databases
      • Numeric Databases
      • Directory Databases
      • Encyclopedic Databases
    • Internal Information
      • Internal Financial Information
      • Sales Information
      • Customer Information
      • Personnel Records
    • Governmental Information
      • Department of Commerce
      • State and Local Agencies
    • Standard Industrial Classifications
      • Establishments
      • Code Structure
    • Other SecondaryInformation
      • Directories
      • Syndicated Information
      • Periodical Literature
      • Associations
    • Appendix: Standard Industrial Classifications
  4. Marketing Databases
    • Database Fundamentals
      • Customer Data Sources
      • External Data Sources
      • File Structures and Languages
      • Defining Variables
      • Access
      • Maintenance
    • The Principal of Segmentation
      • Data-Driven Marketing
      • Segmentation Variables
      • Direct Marketing Purchase Variables
      • Purchase Variables
    • Defining Segmentation Variables for Analysis
      • Levels of Measurement
      • NOMINALMEASURES
      • RATIOMEASURES
      • INTERVAL AND ORDINAL MEASURES
      • Scales and Level of Measurement
    • Criteria for Measurement Quality
      • Validity
      • Reliability
      • Measurement Precision
    • Outliers
    • Missing Data
  5. Analytical Tools
    • Descriptive Analysis
    • Statistical Significance
    • Graphical Analysis
    • Criterion-Based Statistical Models
      • Multiple Regression
      • Logit Analysis
      • Discriminant Analysis
      • CHAID
    • Cluster Analysis
    • Database Applications
      • Lead Generation
      • TELEPHONE METHODS
      • MAIL METHODS
      • Marketing Queries
      • Marketing Strategy Development
      • Marketing Tactic Evaluation
      • Time and Activity Measures
  6. Designing Survey Research
    • When Survey Research Is Appropriate
      • Evaluating and Tracking Communications Programs
      • Recall Versus Recognition
      • Segmenting Markets
      • Product Introductions
      • Measuring Customer Satisfaction
    • Market and Sales Problems
    • Sophisticated Measurement and Sample Size
    • Communication Methods
      • Face-to-Face Interviewing
      • Telephone Interviewing
      • Mail Surveys
      • Computer-Aided Interviewing and the Internet
      • Other Survey Methods
  7. Fielding Survey Research
    • Sampling Methods
      • Random Sampling
      • Stratified and Cluster Sampling
      • Convenience Sampling
    • SurveyResponse Rates
      • Telephone Response
      • Mail Response
      • Sample Size
    • Questionnaire Construction
      • Rules for Writing Survey Questions
      • Response Formats
      • Sequencing Questions
      • Physical Characteristics of the Questionnaire
      • Pretesting the Questionnaire
    • Fielding a Survey Research Project
      • Telephone Research
      • Mail Survey Research
    • Survey Analysis and Reports
  8. Qualitative Research Methods
    • In-Depth Methods: Key Characteristics
    • How Qualitative Research Can Be Used
      • Generating Ideas
      • Understanding the Buyer
      • Evaluating Marketing Concepts, Strategies, and Tactics
      • Developing Quantitative Instruments and Protocols
      • Expanding on Quantitative Research
    • Focus Group Interviews Versus One-on-One Interviews
    • One-on-One Interviews
      • Selecting the Sample and the Site
      • Protocols and Questionnaires
  9. Focus Group Interviews
    • Focus Group Interviews
    • Selecting the Moderator
      • Moderating Style
      • Moderating Techniques
    • Deciding Who Is to Be Interviewed and Developing a Screener: Group Selection and Recruiting Methods and Criteria
      • Who Is to Be Interviewed?
    • Determining the Size, Composition, and Location of Groups
      • How Many?
      • Group Composition
    • Recruiting Participants
    • The Discussion Guide
    • Scheduling and Conducting Sessions
      • The Interview Site
      • Group Scheduling and Recruiting
      • Session Proceedings
    • Analysis and Reports
    • The Focus Group Budget
  10. Conjoint Analysis
    • Conjoint Applications
    • Conjoint Basics
    • Trade-Off Conjoint Analysis
    • Full-Profile Conjoint Analysis
    • Alternative Measurement Techniques in Conjoint Analysis
      • The Paired Comparison
      • Rating Scales
      • Computer-Aided Interviewing
    • Conjoint Simulation
  11. Multidimensional Scaling and Preference Mapping
    • MDS Uses and Benefits
    • MDS Applications
    • MDS Procedure
    • Interpreting the Perceptual Map
    • Mapping Preferences
    • Developing Message Strategies
    • Metric Versus Nonmetric Measurement
    • Perceptual Mapping and Qualitative Research
    • Self-Organizing Neural Networks
    • Mapping Qualitative Data
    • Statistical Software
  12. Marketing Mix Models and Financial Returns
    • Determining Financial Values
    • Models for Analyzing Response to Marketing Activity
    • Interaction and Synergy
    • Analytical Problems
      • Aggregation
      • Data Points
      • Characterizing Variables
      • SIMPLIFIED MARKETING MIX MODEL EXAMPLE
    • Return on Investment
      • Market Response and Marketing Mix Models
Index

 

»Order your copy today