书目详细信息
： Customer visits :
书目信息 机读格式(MARC)
| ISBN： | 9780765622242 (cloth : alk. paper) |
|---|---|
| ISBN： | 0765622246 (cloth : alk. paper) |
| 编目源： | DLC DLC YDXCP BAKER BTCTA C#P BWX DLC |
| 个人名称： | McQuarrie, Edward F. |
| 题名： | Customer visits : building a better market focus / Edward F. McQuarrie. |
| 版本说明： | 3rd ed. |
| 索书号： | F713.5/M397E |
| 出版发行项： | Armonk, N.Y. : M.E. Sharpe, c2008. |
| 载体形态： | xviii, 213 p. : ill. ; 24 cm. |
| 书目附注： | Includes bibliographical references (p. 205-207) and index. |
| 格式化内容附注： | Introduction -- Focus of this book -- Background -- Developments since the first and second editions -- Who should read this book -- Acknowledgments -- Rationale -- Why visit customers? -- Customer visits and market focus -- Promise and peril of customer visits -- Additional information -- Customer visits as a distinctive approach to market research -- Why do market research at all? -- Why do market research via personal visits? -- Why visits by cross-functional teams? -- Additional benefits of team visits -- Additional information -- Limits, boundary cases, and the sweet spot for customer visits -- When customer visits are not the technique of choice -- The sweet spot for customer visits -- Boundary cases -- From conceptual rationale to practical advice -- Additional information -- Procedures -- Programmatic, ad hoc, and hybrid approaches to visiting customers -- Ad hoc visits -- Hybrid and emerging visit types -- How to harvest data from ad hoc visits -- Planning a program of visits -- Why a program of visits? -- Appropriate and inappropriate applications for visit programs -- A seven-step procedure for planning customer visit programs -- Additional information -- Budgets, recruitment, coordination, team preparation, and time line -- Cost factors -- Recruit customers -- Coordination with the salesforce -- Select team members -- Time frame -- Additional information -- Selecting customers to visit -- Devising a sample frame -- Special cases in sample selection -- Additional information -- Preparing a discussion guide -- The goal: information capture -- Discussion guide -- A process for team preparation of a discussion guide -- Additional information -- Constructing good questions -- Preparation but also spontaneity -- Importance of open-ended questions -- Workhorse questions -- Specialized question strategies -- Criteria for effective and ineffective questions -- Two specific questions to avoid -- How to ask questions about pricing -- The importance of follow-up questions -- Additional information -- Conducting the visits -- Interview format: time boundaries -- Interview format: spatial considerations -- Group versus individual interviews -- Interview roles -- Interview skills -- Five difficult interview situations -- Additional information -- Completing the visit program -- Debriefing -- Analysis and reporting -- Dissemination of results -- Storage of results -- Closure for customers and the field -- Additional information -- Analysis -- Generalizability of visit data -- Procedures for the analysis of visit data -- Process of analysis: baseline approach -- Analysis of visit data: a closer look -- Visual representation of visit data -- Tips for improving the analysis of visit data -- Additional information -- The place of customer visits withi01562cam 2200361 a 4500001000900000005001700009008004100026906004500067925004400112955015000156010001700306020003800323020004100361020003800402020004100440035002300481040004200504050002400546082001700570245011000587246004000697260005400737300003600791504005100827650005200878650006700930650002600997650003501023650001701058700001901075700002301094856008301117 |