Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit.
Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Part 1 Rationale Chapter 1 Why Visit Customers? Chapter 2 Customer Visits as a Distinctive Approach to Market Research Chapter 3 Limits, Boundary Cases, and the Sweet Spot for Customer Visits Part 2 Procedures Chapter 4 Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers Chapter 5 Planning a Program of Visits Chapter 6 Budgets, Recruitment, Coordination, Team Preparation, and Time Line Chapter 7 Selecting Customers to Visit Chapter 8 Preparing a Discussion Guide Chapter 9 Constructing Good Questions Chapter 10 Conducting the Visits Chapter 11 Completing the Visit Program Part 3 Analysis Chapter 12 Generalizability of Visit Data Chapter 13 Procedures for the Analysis of Visit Data Chapter 14 The Place of Customer Visits Within the Market Research Toolbox
Part 1 Rationale Chapter 1 Why Visit Customers? Chapter 2 Customer Visits as a Distinctive Approach to Market Research Chapter 3 Limits, Boundary Cases, and the Sweet Spot for Customer Visits Part 2 Procedures Chapter 4 Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers Chapter 5 Planning a Program of Visits Chapter 6 Budgets, Recruitment, Coordination, Team Preparation, and Time Line Chapter 7 Selecting Customers to Visit Chapter 8 Preparing a Discussion Guide Chapter 9 Constructing Good Questions Chapter 10 Conducting the Visits Chapter 11 Completing the Visit Program Part 3 Analysis Chapter 12 Generalizability of Visit Data Chapter 13 Procedures for the Analysis of Visit Data Chapter 14 The Place of Customer Visits Within the Market Research Toolbox
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