www,с гоsо £ t,com. 1. "A&Ys Plans 100 More Units thru Carousel Buy: A&W Restaurants ]nc Intends to Add 100 New Fast-Food Stores over the Next Five Years through its Recent Acquisition of Carousel Snack Bars of Minnesota", Nation's Restaurant News, August 18 1997, p.
136; Quirk's Marketing Research Review, October-November 1987.p. 10, 36. 2. Karen Yates, "Canon Adopts Television Strategy", Campaign-London, May 24, 1996, p. 8; Johnny K. Johansson, Ikujiro Nonaka, "Market Research the Japanese Way", Harvard Business Review, May-June 1987, p. 16-18. 3. Опросы широко используются в маркетинговых исследованиях, например, см. статью Vikas Mittal, William Т. Ross, Jr., Patrick M. Baldasare, "The Asymmetric Impact of Negative and Positive Alt rilvjle-I.evel Performance on Overall Satisfaction and Repurchase intentions". Jourtwt of Marketing, January 1998, p. 33—47. 4. Kevin Burden, "DEC Servers Grab Performance Ratings", Computerworld. October 9 1995, p. 114; "Digital Hears the Voice of the Market", Marketing Research: A Magazine of Management and Applications, December 1992, p. 28-33. 5. "Forum Focuses on Future of Telephone Marketing News, May 20 1996, p. 34. 6. Sharon Munger, "Premium Medium", Marketing Research: A Magazine of Management & Applications, Spring 1996, p. 7. Gail Gaboda, "For Business Travelers, There's No Place Like Home", Marketing News, September 15, 1997, p. 21; Courtyard Hctcis Web-сайт (wwa. court-yard . con). 8. Thomas T, Semon, "Reality Is Unfairto Small Fry", Marketing News, November 18, 1996, p. 18,

9. "Cause Related Marketing Sends a Multiplicity of Messages", Entertainment Marketing Letter, February 1997, p. 6; Marketing Research Review, February 1988, p. 57. 10. "Auto-Mania at the Mall", American Demographics (Marketing Tools Supplement), June 1997, p. 6+; A.J. Bush, J.F. Hair, Jr., "An Assessment of the Mail-Intercept as a Data Collection Method", Journal of Marketing Research, May 1985, p. 158-167. 11. Cyndee Miller, "And Baby Gets Brand1Marketing News, March 11, 1996. p. 18; "Research Basic to Baby-Wear Business", Marketing News, February 13, 1987, p. 26. 12. Laurence N. Gold, "Do-it-Yourself Interviewing", Marketing Research: A Magazine of Management & Applications, Summer 1996, p. 40—41; John P. Liefeld, "Response Effects in Computer- Administered Questioning", JournalofMarketingResearch, November 1988, p. 405—409. 13. "Anytime, Anywhere, Anyhow: Retail Banking by 2005 Will be Different from Today with More Emphasis on Consumer Convenience Expected", Bank April 1996, p. 14; Nicolaos E. Synodinos, Jerry M. Brennan, "Computer Interactive Interviewing in Survey Research", Psychology and Marketing. Summer 1988, p. 117-138. 14. "Primary Results: Audits & Surveys (New York, NY) Proposes to Initiate Primary Audience Research Founded on Equal Sample Sizes from Any Given Magazine's Database of Subscribers and Newsstand Buyers", Inside Media, May 15 1996, p.

30; Jeffrey S. Conant, Denise T. Smart, Bruce J. Walker, Survey Facilitation Techniques: An and Proposal Regarding Reporting Practices", Journal of Market Research Society (UK), October 1990, p. 569-580. 15. О почтовых опросах см. статью H.L, Brossard, "Information Sources Used by an Organization during a Complex Decision Process: An Exploratory Study", Industrial Marketing Management, January 1998, p. 41-50. 16. Rob Yoegei, "List Marketers Head to Cyberspace", Target Marketing, August 1997, p. 54—55. 17. "SOFRES Group SA", Marketing News, August 18 1997, p. H7; Robert Amett, "Mail Panel Research in the 1990s". Applied Marketing Research, 1990, p. 8-10. 18. "YM Magazine Subscribes to Co-Op", Promo IX, June 1996, p. 19; Seventeen magazine, Retail Survey. 19. Jim Stevens, John Chisholm, "An Integrated Approach: Technology Firm Conducts Worldwide Satisfaction Research Survey Via E-Mail, Internet", Quirk's Marketing Research Review, October 1997,p. 12-13,64-65. 20. "Demonstrating Control: More Retailers Are Calling the Shots in Choosing Sampling and Demonstration Firms", Supermarket News (Brand Marketing Supplement), March 4, 1996, p. 1; Terry L. Childers, Steven J. Skinner, "Theoretical and Empirical Issues in the Identification of Surve- Respondents", Journalofthe Market Research Society, January 1985, p. 39—53. 21. Wayne Smith, Paul Mitchell, Karin Attebo, Stephen Leeder, "Selection Bias from Sampling Frames: Telephone Directory and Electoral Rolls Compared to Population Census; Results from the Blue Mountain Eye Study", Australian & New Zealand Journal of Public Health, April 1997, p. 127-133. 22. "One Less Hurdle for Caller ID in California", New York Times (National Edition) CXLV (50434), May 21 1996, p. С 17; Survey Sampling, Inc., "Sacramento is Top Unlisted MarketThe Frame, February 1995, p. 1. 23. Scott Keeter, "Estimating Telephone Noncoverage (Jias with a Telephone Survey", Public Opinion Quarterly, Summer 1995, p. 196-217. 24. C. Muntaner, P.E. Parsons, "Income, Social Stratification, Class, and Private Health Insurance — A Study of the Baltimore Metropolitan Area", International Journal of Health Services, April 1996, p. Johnny Blair, Ronald "Locating a Special Using Random Digit Dialing", Public Opinion Quarterly, Winter 1982, p. 585-590; E.L. Landon, Jr., S.K. Banks, "Relative Efficiency and Bias of Plus-One Telephone Sampling", of Marketing Research, August 1977, p. 294-299.

25. David 0. Schwartz, "Mailing List Owners and the Millennium", Marketing News, May 26, 1997, p. 4; Paul M. Biner, Deborah L. Barton, "Justifying the Enclosure of Monetary Incentives in Mail Survey Cover Letters", Psycliulog) and Marketing, I aiі 1990, p. 153-162; "Lists Make Targeting Easy ".Advertising Age, July 9, 1984, p. 20. 26. Best Mailing Lists, inc.. Catalog 1998, Перепечатано с разрешения Best Mailing Lists, Inc. 27. Jenny Ггтп', Dwigin Maltby, "Beyond Personalization: When Handwriting Makes a Difference". Fund Raising Management. May 1997, p. 16-19; Jeffrey S, Conant, Denise T. Smart, Bruce J. Walker, "Mail Survey Facilitation Techniques: An Assessment and Proposal Regarding Reporting Practices", Journal of Market Research Society (UK) October 1990, p. 56')-5S0. 28. Jack Edmonston, "Why Response Rates are Declining", Advertising Age's Business Marketing, September 1997, p. 12; Raymond Hubbard, Eldon L. Little, "Promised Contributions to Charity and Mail Survey Responses: Replications with Extension", Public Opinion Quarterly, Summer 1988, p. 223-230; Paul L. Erdos, Robert Ferber (eds.), "Data Collection Methods: Mail Surveys", Handbook ofMarketingResearch (New York: ^с'Огш-НІП, 1974), p. 102. 29. Robert Grey, "Speeding Up the Process", Campaign-London (Information Interpretation), October 18, 1996, p. 7; Pamela G. Oiiengel, Tracy R. ЗегсЬгпап, Charles F. Cannell, General Interviewing '/echni'iuei. A Self-instructional iVni-kbuokn Telephone and Personal Interviewer Training (Ann Arbor, Ml: Survey Research Center, University Michigan, 1983). 30. Betsy V. Boze, Charles R, Patton, "The Future of Consumer Branding as Seen from the Picture Today", Journn, ofConsumer Marketing, April 1995, p. 20-41. 31. Karen Retcher, "Jump on the Omnibus", Marketing, June 15, 1995, p. 25—28. 32. William L. Nicholls, П, "Highest Response", Marketing Research: A Magazine of Management & Applications, Spring 1996, p. 5—7; JulieYu, Harris Cooper, "A Quantitative Review of Research Design Effects on Response Rates to Questionnaires", JournalofMarketing Research, February 1983, p. 36—44. См. также статью Jeannine James, Richard Bolstein, "The Effect of Monetary Incentives and Follow-Up Mailings on the Response Rate and Response Quality in Mail Surveys", Public Opinion Quarterly, Fall 1990, p. 346-361. 33. Deniz Ones, Angelika D. Reiss, Chockalingam Viswesvaran, "Role of Social Desirability in Personality Testing for Personnel Selection: The Red Herring", Journal of Psychology, December 1996, p. 660-679. 34. Gerald Vinten, "The Threat in the Question", Credit Control. Winter 1997, p. 25-31; Priya Geeta Menon, "Asking Sensitive Questions: The Effects of Type of Referent and Frequency Wording in Connterbiasiny Method", Psychology & Marketing October 1996, p. 633— 552. 35. Chad Rubel, "Researcher Praises On-Line Methodology", Marketing News, June 3 1996, p. HIS; Charles F. Cannell, Peter U. Miller, Lois Oksenberg, Samuel Leinhardt (eds.), "Research on Interviewing Techniques", Methodology (San Francisco: 1981); Peter U. Miller, Charles F. Cannell, "A Study of Experimental Techniques for Telephone Interviewing", Opinion Quarterly, Summer 1982, p. 250-269. 36. "How the Survey Was Designed", Management Accounting. February 1998, p. 48; Arlene Fink, A Survey Handbook (Thousand Oaks, Sage Publications, 1995). 37. Также применяются комбинированные методы, например рассылка анкет на дискетах по почте. Метод приобретает тем большую популярность, что он сочетает достоинства опроса с помощью компьютера и почтового опроса. "Disk-by-Mail Data Collection: A Researcher's Notes", Sawtooth News, Winter І'-)Ч4/і'-)Ч5, p. 30. См. также статью David Chaodron. 'The Right Approach to Employee Surveys", HRFocus, March 1997, p. 9—10. 38. Ruth N. Bolton, "Covering the Marketing Research: A Magazine of Management & Applications, Summer 1994, p. 30—35: Stanley L. Payne, "Combination of Survey Methods", Journal ofMarketing Research, May 1964, p. 62.


39. Judann Pollack, "Oscar Mayer Plans Taco Bell-Branded Lunchables Products", Advertising Age, July 21 1997, p. 3, 37; Charlie Etmekjian, John Grede, "Marketing Research in a Team-Oriented Business: The Oscar Mayer Approach", Marketing Research: A Magazine of Management and Applications, December 1990, p. Ь— i2. 40. Stephen B. Wilcox, "Trust, But Verify", AppUanct Manufacturer, January 1998, p. 8, 87; "Langboume Rust, "How to Reach Children in Stores: Marketing Tactics Grounded in Observational Research", JournalofAdvertising Research, November 1993, p. 57—72, 41. "Keeping Track of the Customer", Retail Business-Markci Surveys, September 1997, p. I--II: Cliff Scott, David M. Klein, Jennings Bryant, "Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observatio:iv', Journal ofConsumer Research, March 1990, p. 498— 501; Fred N. Keriinger, Foundations of Behavioral Research, 3rd ed. (New York: Holt, Rinelinrl & Winston, 1986), p. 538. 42. A.V. Seaton, "Unobtrusive Observational Measures as a Qualitative Extension of Visitor Surveys at Festivals and Events: Mass Observation Revisited", Journal of Travel Research, Spring 1997, p. 25— 30; E.J, Webb, D.T. Campbell, K.D. .Seliwarls, L Sedircsl, Unobtrusive Measures: Nor,reactive Research In the Social Sciences (Chicago: Rand McNally, 1966), p. 1 13-П4. 43. Keith Naughton, Emily Thornton, Kathleen Heidi Dawley, "Can Honda Build a World Car?". Business-Week, September 8, 1997, p. 100-108. 44. Laurence N. Gold, "Technology in Television Research: The Meter", Marketing Research: A Magazine of Management & Applications, Winter 1994, p. .57 — 58 45. J. Edward Russo, France LeClerc, "An Eye-Fixation Analysis of Choice Processes for Consumer Nondnrables', Journal ofConsumer Research, September 1994, p. 274— 200. 46. Об использовании психогальванометра см. статьи Pnsdiia A. LaRai Ix'i a. Joel D. Tucciarone, "GSR Reconsidered: A Approach to Evaluating and Improving the Sales Potency of Advertising", of Advertising Research, September 1995, p. Piet Vanden Douglas L. "Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor", Journal Consumer March 1994, p. 47. S. Gregory, S. Webster, G, Huang, "Voice Pitch and Amplitude Convergence as a Metric ofQuality in Dyadic Interviews", Language &. fonmninicuvnr:, 'шу 1993, p. -2; 7; Glen A. B'ackman, "Uses о I'Voice-Pitch Analysis", Journal ofAdvertising Research, April 1980, p. 69—73. 48. John N. B. Stacey Scott, "Response Latency as a Signal to Question Problems in Survey Research", Public Opinion Quarterly, Fall 1996, p. 390— 399, David A.Aak

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Источник: Нэреш К. Малхотра. Маркетинговые исследования. Практическое руководство. 3-е изд., пер. с англ. - М.: — 960 с.. 2002

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