Register your product to gain access to bonus material or receive a coupon.
Market research provides business professionals with the knowledge needed tosell products and services effectively. One of the best and easiest means forobtaining timely information on the latest business and industry trends,competitors, demographics, and product information is through onlinesources.
Online Market Research provides you with a thorough grounding incontemporary market research and online searching. You'll learn what kind ofdata is available online; how to determine what your needs are, developresearch strategies, and formulate a market plan; and how to acquire andsharpen online searching skills.
Most importantly, you'll learn how to conduct efficient and economicalresearch about market information using the vast spectrum of online databasesand archives available today. What's the most cost-effective way to search themajor professional databases--such as DIALOG(tm), Dow Jones News/Retrieval®,and Lexis®-Nexis®. When is it best to use the less robust but lessexpensive databases available on CompuServe®, America Online®,Prodigy®, and Microsoft® Network? When can you use free resources on theInternet and what's the quickest way to search for them? These issues and manyothers are explored in full detail.
Using real-world techniques, Online Market Research will teachyou:
0201489295B04062001
( Each chapter ends with a Summary.)
Foreword.
Acknowledgments.
Introduction.
Save Time and Money: Perform Secondary Market
Research Using Online Sources.
How to Use This Book.
1. Obtaining Marketing Data from Online Sources.
Why Do Marketing Research?
What Is Marketing Research?
Where Can You Find Secondary Marketing Research Data? An Overview.
What Data Is Available?--An Introduction.
For Further Reading.
The Marketing Plan.
Objectives.
Market Description and Segmentation.
Market Trends.
Competitor Assessment.
Statistics, Customer Characteristics, and Demographics.
Opportunities.
Assessment of Market Risk.
For Further Reading.
Online Databases Can Be the Most Cost-Effective Sources.
Information Specialists.
Libraries.
Market Research Firms.
Interviews, Polls, Focus Groups, or Experts.
Trade Associations and Other Sources.
CD-ROMs.
For Further Reading.
Additional Sources.
Professional Sources.
The Internet.
Consumer Sources.
For Further Reading.
Define the Problem.
Understand the Vocabulary of Your Problem.
Determine Appropriate Sources for Your Research.
Understand Simple Search Logic.
Create Your Research Strategy.
Go Online.
Refine the Search.
Collect and Report Results.
For Further Reading.
What Is a Professional Information Service?
Who Uses Professional Services?
Are Professional Services Expensive?
Search Tools Are Complex and Powerful.
Search Tools for the Future.
For Further Reading.
Knight-Ridder DIALOG Information Services.
Knight-Ridder DataStar.
LEXIS-NEXIS.
DataTimes.
Profound.
NewsNet.
I/PLUS Direct.
Dow Jones.
Other Services.
For Further Reading.
DIALOG--Creating a Corporate Profile.
LEXIS-NEXIS--Edgar Plus.
A Patent Search.
A Trademark Search.
The Test Case.
For Further Reading.
The Hope of the Future.
What Is the Internet?
Access.
It's Not Free--But How Much Does It Cost?
The Big Story--The World Wide Web.
Other Internet Tools.
How to Find Things.
For Further Reading.
Internet Business Titles Not Referenced Elsewhere.
Business and the Internet: An Uneasy Peace.
Web Sites.
Search Tools for the Internet.
Ask the Experts.
For Further Reading.
Searching the Old Internet--Before the Web.
Browsers--Viewing the Web.
Searching the New Internet--Web Tools.
The Text Case.
An Overview.
The Big Three.
Microsoft and Many Others.
Consumer Sources and the Internet.
CompuServe.
Prodigy.
America Online.
For Further Reading.
The Test Case.
Prodigy.
America Online.
CompuServe.
The Problem: An Information Explosion.
Thinking about Solutions.
Alert Services.
Monitoring the Internet.
Reading.
Information Managers and Databases.
Spelling and Other Errors.
Collection and Verification Methods.
Original Sources--Identification and Access.
Timeliness.
Completeness.
Security and Rumors.
For Further Reading.
Getting the Documents.
Full-Text Databases.
Image Databases.
Electronic Delivery.
The Copyright Laws.
Paying Copyright Fees.
The Electronic Copyright.
International Issues.
Database Rules and Restrictions.
Vendor Liability.
For Further Reading.
An Introduction to the Copyright Law.
Knowledge Is Power.
Changes Are Everywhere.
The Great Dream: True Natural-Language Searching.
Agents and Knowbots.
For Further Reading.