 Market Research in the Internet Age: Leveraging the Internet for Market Measurement and Consumer Insight
ISBN: 978-0-470-82064-3
Hardcover
300 pages
October 2002
US $65.00
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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
