附註:Includes index.
Copyright; Contents; Preface; Acknowledgments; Introduction; PART I Fundamentals; CHAPTER 1: The Research Process; CHAPTER 2: Secondary Research; CHAPTER 3: Qualitative Research; CHAPTER 4: Quantitative Research; CHAPTER 5: Sampling; CHAPTER 6: Data Collection; CHAPTER 7: Questionnaire Design; PART II Applications; CHAPTER 8: Market Research: Understanding the Market; CHAPTER 9: Segmentation:Developing Target Markets; CHAPTER 10: Competition:Assessment and Positioning; CHAPTER 11: Existing Online Products: Audience Composition and Performance Testing.
CHAPTER 12: New Product ConceptsCHAPTER 13: Development; CHAPTER 14: Testing; CHAPTER 15: Marketing; CHAPTER 16: Tracking; Glossary; Index.
摘要:"In The Handbook of Online Marketing Research, two pioneers in the field share the latest techniques for conducting research online and show you how to gather the vital customer information that is crucial to your company's success. You'll learn how to use the Internet to survey large numbers of consumers quickly and cost-effectively, and how to retrieve levels of information previously unavailable at any price."--Jacket.
