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Marketing research for non-profit, community and creative organizations : how to improve your product, find customers and effectively promote your message /

By: Kolb, Bonita M.
Publisher: Amsterdam ; Boston : Butterworth-Heinemann/Elsevier, c2008Description: x, 276 p. ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780750687607 (pbk.); 9780750687607:; 0750687606 (pbk.).Subject(s): Marketing research | Nonprofit organizations -- Marketing | Nonprofit organizations -- Research -- MethodologyDDC classification: 658.83
Contents:
1. Marketing research and the mission-centred organization -- The benefits of conducting marketing research -- Marketing myths -- Defining marketing and marketing research -- Relationship between data, information and knowledge -- Ethical and cultural considerations when conducting research -- 2. The marketing research process -- The marketing research process -- 3. Marketing research and cultural differences -- Defining culture -- Translation issues when researching across cultural boundaries -- Hofstede's dimensions of culture -- Ethical issues that need to be considered -- 4. The research question -- The research question -- Internal research process -- The research proposal -- The research industry -- 5. Conducting secondary research -- Using secondary data at the start of the research process -- Requirements of secondary data -- Uses of secondary research -- Sources of information -- Secondary marketing research process -- 6. Finding participants -- Qualitative and quantitative sampling -- Qualitative sampling procedures -- Statistical sampling -- 7. Conducting focus groups -- Focus group methodology -- Preparation of focus group methodology -- Choosing a moderator -- Handling group conflict -- 8. Interviews -- Uses and rationale of interview research -- Types of interviews -- Preparing interview questions -- Recruiting and screening participants for interviews -- Interview logistics -- 9. Projective and observational research -- Projective techniques -- Types of projective techniques -- Observational research -- Observation research process -- 10. Planning survey research -- Survey research -- The survey research process -- Writing questions and answers -- Questionnaire layout -- 11. Conducting surveys -- Survey research methods -- Self-administered survey methods -- Researcher-administered survey methods -- Surveying process -- Motivating participation -- 12. Analysing qualitative and qua
Summary: This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals. Second, it will educate the reader on how to conduct different methods of research and use the findings to improve their product, find customers and develop effective promotion.
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Includes bibliographical references and index.

1. Marketing research and the mission-centred organization -- The benefits of conducting marketing research -- Marketing myths -- Defining marketing and marketing research -- Relationship between data, information and knowledge -- Ethical and cultural considerations when conducting research -- 2. The marketing research process -- The marketing research process -- 3. Marketing research and cultural differences -- Defining culture -- Translation issues when researching across cultural boundaries -- Hofstede's dimensions of culture -- Ethical issues that need to be considered -- 4. The research question -- The research question -- Internal research process -- The research proposal -- The research industry -- 5. Conducting secondary research -- Using secondary data at the start of the research process -- Requirements of secondary data -- Uses of secondary research -- Sources of information -- Secondary marketing research process -- 6. Finding participants -- Qualitative and quantitative sampling -- Qualitative sampling procedures -- Statistical sampling -- 7. Conducting focus groups -- Focus group methodology -- Preparation of focus group methodology -- Choosing a moderator -- Handling group conflict -- 8. Interviews -- Uses and rationale of interview research -- Types of interviews -- Preparing interview questions -- Recruiting and screening participants for interviews -- Interview logistics -- 9. Projective and observational research -- Projective techniques -- Types of projective techniques -- Observational research -- Observation research process -- 10. Planning survey research -- Survey research -- The survey research process -- Writing questions and answers -- Questionnaire layout -- 11. Conducting surveys -- Survey research methods -- Self-administered survey methods -- Researcher-administered survey methods -- Surveying process -- Motivating participation -- 12. Analysing qualitative and qua

This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals. Second, it will educate the reader on how to conduct different methods of research and use the findings to improve their product, find customers and develop effective promotion.

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