Author: M. Donald Campbell Publisher: University of Illinois at Urbana-Champaign, Office of Continuing Education ISBN: Category : Business & Economics Languages : en Pages : 66
Book Description
Market research, important for professional renewal, is a critical part of continuing education program planning. It includes attention to learning needs and learner motivation to participate in continuing education. Informal market research makes use of internal sources, such as enrollment data, program evaluations, policy statements, and staff members and volunteers; and external sources, such as other program providers, professional development activities, and market research literature. Formal market research with individuals includes surveys, the Delphi technique, face-to-face interviews, and telephone interviews. Group research techniques include the nominal group and the focus group. Philosophy of education, personal preferences, and the work environment influence market research. The steps in executing market research are as follows: (1) decide what to research; (2) consider the resources available; (3) determine the best time to do research; (4) choose a market research approach; (5) recruit people to help; (6) develop a preliminary plan for the research; (7) develop a budget; (8) plan how to use the data; (9) collect and analyze the data; and (10) use the data to make decisions. (Thirteen references and 33 annotated resources for further study are listed, including 3 in marketing, 4 in market research in continuing education, 19 in market research methods, and 7 in research skills.) (CML)
Author: Nripendra P. Rana Publisher: Springer Nature ISBN: 3030243745 Category : Business & Economics Languages : en Pages : 337
Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Edward F. McQuarrie Publisher: SAGE Publications ISBN: 1483387240 Category : Business & Economics Languages : en Pages : 400
Book Description
Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.
Author: Edward F. McQuarrie Publisher: Routledge ISBN: 1317473477 Category : Business & Economics Languages : en Pages : 344
Book Description
Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.
Author: Ralph S Foster Publisher: Routledge ISBN: 1317939743 Category : Business & Economics Languages : en Pages : 258
Book Description
Discover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians’ fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them. Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable. Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs: issue-based versus discipline-based programs program delivery and delivery technology funding outreach programs comprehensive promotional strategy customer service long-range planning marketing research information resources future trends model programs This book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.
Author: Dr. Shobha Menon Dr. Manoj Edward Publisher: Archers & Elevators Publishing House ISBN: 9388805755 Category : Antiques & Collectibles Languages : en Pages :
Author: Robert E. Kraut Publisher: MIT Press ISBN: 0262528916 Category : Social Science Languages : en Pages : 323
Book Description
How insights from the social sciences, including social psychology and economics, can improve the design of online communities. Online communities are among the most popular destinations on the Internet, but not all online communities are equally successful. For every flourishing Facebook, there is a moribund Friendster—not to mention the scores of smaller social networking sites that never attracted enough members to be viable. This book offers lessons from theory and empirical research in the social sciences that can help improve the design of online communities. The authors draw on the literature in psychology, economics, and other social sciences, as well as their own research, translating general findings into useful design claims. They explain, for example, how to encourage information contributions based on the theory of public goods, and how to build members' commitment based on theories of interpersonal bond formation. For each design claim, they offer supporting evidence from theory, experiments, or observational studies.
Author: Mansoor Muallim Publisher: Mansoor Muallim ISBN: Category : Business & Economics Languages : en Pages : 146
Book Description
Chapter 1: Introduction to Market Research Jammy: Hi Canny! I'm thrilled to have this candid conversation with you about Market Research. It's a fascinating field that helps businesses make informed decisions. Are you ready to dive in? Canny: Absolutely, Jammy! I've heard about Market Research but don't know much. Where should we start? Jammy: Let's begin with the basics. Market Research is the process of gathering information about a specific market to understand its potential and make strategic decisions. It helps companies understand their customers, competitors, and industry trends. Canny: That sounds interesting! But how do companies conduct market research? Jammy: There are various methods, Canny. Surveys and interviews are common ways to gather data directly from consumers. Additionally, companies analyze existing data and use statistical tools to draw meaningful insights. Canny: So, what's the purpose of all this data collection? Jammy: Great question! The purpose is to answer critical business questions. Companies want to know if there's a demand for their products or services, who their target audience is, and how they can stay ahead of competitors. Canny: I see. But how can Market Research benefit businesses? Jammy: Market Research provides valuable insights, Canny. It reduces risks by helping companies understand their customers' preferences, allowing them to tailor products to meet those needs. It also helps in crafting effective marketing strategies. Canny: That's valuable indeed! But I'm curious, can Market Research be applied in different industries? Jammy: Absolutely! Market Research is versatile and can be applied across industries. From retail and technology to healthcare and education, every sector can benefit from understanding their market better. Canny: Is it only for big companies, or can small businesses benefit too? Jammy: Small businesses can benefit tremendously from Market Research. It gives them a competitive edge by identifying niche markets and customer preferences that might be overlooked by larger companies. Canny: I'm starting to grasp the importance of Market Research. But how do researchers ensure they're collecting reliable data? Jammy: Validity and reliability are vital, Canny. Researchers follow well-designed methodologies, ensure unbiased sampling, and use robust data analysis techniques to ensure the data is accurate and dependable. Canny: That makes sense. So, once the data is collected, how do they use it to make decisions? Jammy: After analyzing the data, researchers draw conclusions and make recommendations to the business stakeholders. These insights guide decision-making on product development, marketing strategies, and expansion plans. Canny: It seems like Market Research can shape a company's future. But are there any ethical considerations? Jammy: Absolutely. Ethical practices are crucial in Market Research. Researchers must respect privacy, obtain consent, and ensure data security to build trust with participants. Canny: This has been eye-opening, Jammy! Market Research is so much more than I thought. Jammy: I'm glad you find it fascinating, Canny! It's an ever-evolving field, and there's always something new to learn. Key Takeaways: Market Research is the process of gathering information to understand markets and make informed business decisions. It helps companies understand their customers, competitors, and industry trends. Market Research benefits businesses by reducing risks, identifying customer preferences, and guiding marketing strategies. It can be applied across various industries, benefiting both large and small companies. Researchers ensure data reliability through sound methodologies and unbiased sampling. Ethical considerations are essential, including privacy, consent, and data security.
Author: Dina Gentile Publisher: Jones & Bartlett Learning ISBN: 128419597X Category : Sports & Recreation Languages : en Pages : 325
Book Description
The ideal text for many courses offered within the Sport Management curriculum, Athletic Administration for College, High School, Youth and Club Sport incorporates the analysis of prominent issues that administratiors are challenged to resolve in their specific sport setting. Students looking for careers outside of professional sports will learn from both the content supplied throughout the text, and through the highlighted practical case studies. Topics covered include: Role of Athletic Administrators, Facility Management, Fundraising, Risk Management, Staff Management, and more.
Author: M. Donald Campbell
Author: 
Author: Nripendra P. Rana
Author: Edward F. McQuarrie
Author: Edward F. McQuarrie
Author: Ralph S Foster
Author: Dr. Shobha Menon Dr. Manoj Edward
Author: Robert E. Kraut
Author: Mansoor Muallim
Author: Dina Gentile