Contemporary marketing research , Contemporary marketing research , مرکز فناوری اطلاعات و اطلاع رسانی کشاورزی

This article introduces the term “strategic marketing research” for the collection and analysis of data in support of strategic marketing management. In particular, strategic marketing research plays an important role in defining the market, analysis of the environment, and the formulation of marketing instrument strategies. The concept of strategic marketing research allows research on important topics such as segmentation, positioning, new product development, and product/service quality to be placed into a broader framework.

About the Authors. Preface. 1. Marketing Research in a Global Environment. Introduction. Complexity of International Marketing. Importance of Research for International Marketing Decisions. Issues in International Marketing Research. Scope of the Book. 2. Designing International Marketing Research. Introduction. The International Marketing Research Plan. The International Marketing Research Process. Structuring the Unit of Analysis. Selecting Information Sources. Research Plan. Issues in Administering International Marketing Research. Summary. 3. Secondary Data Sources. Introduction. Locating the Appropriate Information. Information Sources. Information Requirements. Summary. 4. Uses of Secondary Data. Introduction. Market Entry. Demand Estimation. Assessing Market Interconnectedness. Summary. 5. Structuring Primary Data Collection. Introduction. Defining the Unit of Analysis. Selecting Units of Analysis. Structuring the Research Design. Cultural Bias in Research Design, Communication and Interpretation. Summary. 6. Establishing the Comparability of Multicountry Data. Introduction. Establishing Comparability: The Emic/Etic Dilemma. Establishing Data Equivalence. Determining Construct Validity. Establishing Construct Reliability. Summary. 7. Nonsurvey Data Collection Techniques. Introduction. Different Qualitative Techniques. Observational and Quasi-observational Data. Projective Techniques. In-depth Interviews. Summary. 8. Survey Instrument Design. Introduction. Questionnaire Design and Question Formulation. Type of Question. Use of Nonverbal Stimuli. Instrument Translation. Potential Sources of Bias Associated with the Research Instrument. Summary. 9. Sampling and Data Collection. Introduction. Sampling. Achieving Comparability in Sampling. Data Collection Procedures. Field Staff Organization and Training. Summary. 10. Multicountry Scales. Introduction. General Issues in Scale Development. Using Multi-item Scales in Cross-cultural Research. Developing Cross-cultural Scales. Summary. 11. Analysis of Multicountry Data. Introduction. Multicountry Data Analysis. Assessing the Differences in the Level of Variables between Countries. Summary. 12. Assessing Differences in the Structure of Variables. Introduction. Correlation Analysis. Means-End Hierarchies. Cluster Analysis. Multidimensional Scaling. Factor Analysis. Confirmatory Factor Analysis. Covariance Structure Models. Advances in Data Analysis. Summary. 13. The International Marketing Information System. Introduction. Information Components of the International Marketing System. Data Collection and Processing for the International Marketing Information System. Applying the Information System. Summary. 14. Challenges Facing International Marketing Research. Introduction. Coping with Change: Marketing Infrastructure and Technology. Contending with Complexity: Conducting Research in Emerging Markets. Confronting Competition: Marketing Research Services in a Global Environment. Conforming to Conscience: Ethics in International Marketing Research. Summary. 15. Future Directions in International Marketing Research. Introduction. Comparability and Equivalence Revisited. Developing the Research Design. Improving Analysis of Cross-cultural Data. The Growth of Internet Research. Conclusion. Subject Index. Author Index. Acknowledgements.

Youhave all doubtless heard the old assertion that ‘There are lies, damned lies, and statistics’, and many will also be familiar with the definition of the economist, as the man ‘who argues from false premises, with fabricated data, to arrive at a foregone conclusion’. Since 70 per cent of the artistry or science of marketing research derives from those two disciplines, as the administrators of the information services of the country, you have every right to an account of what we, in Marketing Research, are up to.

Marketing decisions are typically made on the basis of research conducted using direct mailings, mall intercepts, telephone interviews, focused group discussion, and the like. These methods of marketing research can be time-consuming and expensive, and can require a large amount of effort to ensure accurate results. This paper presents a novel approach for conducting online marketing research based on several concepts such as active learning, matched control and experimental groups, and implicit and explicit experiments. These concepts, along with the opportunity provided by the increasing numbers of online shoppers, enable rapid, systematic, and cost-effective marketing research.

This condensation was prepared especially for the journal of marketing from the report of the same title published as No. 3 of the Marketing Research Techniques Series by the American Marketing Association. It is a survey of problems and practices in sampling for marketing research. The report is part of the program of the Marketing Research Techniques Committee created in 1955 under Everett R. Smith, Chairman, to provide discussion and clarification of current marketing-research methods.

The Marketing Research Guide carries you step-by-step through the complete marketing research process, providing worksheets, sample proposals, questionnaires, and a copy of a final report to give you insight into the tools and techniques of marketing research. Essential concepts are presented clearly yet concisely, enabling marketing professionals to refer to this book over and over again.The Marketing Research Guide was chosen for Choice's 34th annual Outstanding Academic Books (OAB) list. This prestigious list includes books reveiwed in Choice during 1997 that meet the selection criteria of excellence in scholarship and presentation; significance in regard to other literature in the field; and recognition as an important, often the first, treatment of a specific subject in print or electronic format.To facilitate the use of The Marketing Research Guide as a text for courses in marketing research, the authors have designed a comprehensive, 250-page instructor's manual. Its sample syllabus, suggestions and formats for marketing research projects, sample test questions, and guidelines for students conducting assignments will help professors as they guide their students to an understanding of the role of information in decisionmaking and the techniques involved in acquiring information for marketing decisions.With its broad overview of marketing research, The Marketing Research Guide takes you systematically through the research process, from design to execution. Along the way, you will learn about: decision-making information, planning, and forecastingtest marketingdeveloping valid and reliable measurement instrumentsdata-collecting methodsdesigning a questionnairedetermining sampling frame and selecting sampling methoddata-summary methods and research reportsmail survey design and mailing proceduresfull product testing techniques and proceduresA complete, 250-page Instructor's Manual--that includes a sample syllabus, assignments, and 75 transparency masters--accompanies the book. Multiple choice and true/false questions at the end of each chapter help you develop outlines of your own marketing research projects, while the appendices provide examples that help you visualize what your own reports should look like. Another useful feature is the description of the major forecasting, sampling, and analysis techniques without the use of mathematical formulas--a quality sure to be appreciated by marketers and students ambivalent toward mathematics. The Marketing Research Guide is ideal for managers who must negotiate, evaluate, and use marketing research as a part of the decision-making process, as well as for individuals involved in the research process who need to review marketing research procedures or find examples of specific techniques.

PurposeThe purpose of this paper is to quantitatively and qualitatively analyze library marketing research output using select bibliometric indicators with the aim of identifying top-performing countries, subject subthemes, organizations, authors and journals in the area.Design/methodology/approachThe present study has examined 520 publications in library marketing, as indexed in Scopus database during 2006–2017. The study has statistically assessed processed publications and citations data into tables in order to ascertain research growth rate trends, global publication output and share, citation impact and distribution of library marketing research by country of publication, international-level collaborating country share of publication, by broad subject areas and preferred media of research communication. The study also provides bibliometric profile of top research organizations and authors in terms of their publications and citation indicators.FindingsThe body of literature in library marketing research is still very small, highly scattered and has so far registered no growth during the last 12 years, i.e. 2006–2017. Library marketing research is yet to emerge as a popular research area in library and information science. The USA dominates The library marketing research in the world, whereas other top participating countries including India, China, Japan, Canada, etc., are distant cousins. Top research institutions in the area of library marketing across the world include City University of New York, Florida State University, University of Texas at Austin, USA, Loughborough University and University of Sheffield, UK. The major focus of library marketing research was on academic libraries, followed by public libraries and medical libraries. Of late, the use of social media has emerged as an alternative to traditional library marketing techniques.Research limitations/implicationsThe scope of study describing the status of library marketing research is limited to the period 2006–2017. The results of the study should interest researchers in finding solutions to formulating future library strategies and programs for achieving sustainable growth in this area of study.Originality/valueThe present study in library marketing research should be of interest to researchers in evolving, and formulating theories/best practices/and policies/programs for outreach to current and potential users for promoting library products and services.

At a time when ethical and moral standards in business are under scrutiny, it is instructive to look at some of the problems encountered in one area of marke t ingtha t of the client-consultant relationship in marketing research. The American Marketing Association's Marketing Research Code of Ethics refers only briefly to this problem: To the extent that there is involved in a research project a unique design involving techniques, approaches or concepts not commonly available to research practitioners, the prospective user of research shall not solicit such a design from one practitioner and deliver it to another for execution without the approval of the design originator. This code is concerned with general standards throughout marketing research and deals mainly with abuses by practitioners and interviewers as one part of the ethical problems of marketing research. This article will deal with ethical conduct from a different perspective, that of the practicing marketing researcher who may at times suffer from unfair actions by clients. We base our analysis on the findings of a survey of 420 marketing research firms, the authors' experiences, and numerous interviews with research practitioners. It is hoped that by airing the issues and possible solutions, gea te r firm/client cooperation and satisfaction will result.

Nurse entrepreneurs must maintain a competitive advantage within the health care industry to maintain a viable business venture. Marketing is one strategy that positions the nurse entrepreneur's business venture within the larger health care industry. Market research is an essential component to a business start-up plan and an essential element of a business plan. However, marketing research is a continuous activity to maintain the competitive edge.