Customer Visits: Building a Better Market Focus, Third Edition / Edition 3

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Product Details

  • ISBN-13: 9780765622242
  • Publisher: Sharpe, M. E. Inc.
  • Publication date: 3/28/2008
  • Edition description: REV
  • Edition number: 3
  • Pages: 232
  • Product dimensions: 6.10 (w) x 9.00 (h) x 0.80 (d)

Table of Contents


Introduction     ix
Focus of This Book     x
Background     xii
Developments Since the First and Second Editions     xiv
Who Should Read This Book     xv
Acknowledgments     xvii
Rationale
Why Visit Customers?     5
Customer Visits and Market Focus     5
Promise and Peril of Customer Visits     9
Additional Information     11
Customer Visits as a Distinctive Approach to Market Research     13
Why Do Market Research at All?     13
Why Do Market Research via Personal Visits?     15
Why Visits by Cross-Functional Teams?     21
Additional Benefits of Team Visits     26
Additional Information     28
Limits, Boundary Cases, and the Sweet Spot for Customer Visits     30
When Customer Visits Are Not the Technique of Choice     30
The Sweet Spot for Customer Visits     32
Boundary Cases     34
From Conceptual Rationale to Practical Advice     35
Additional Information     36
Procedures
Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers     39
Ad Hoc Visits     41
Hybrid and Emerging Visit Types     43
How to Harvest Data From Ad Hoc Visits     53
Planning a Program of Visits     60
Why a Program of Visits?     60
Appropriate and Inappropriate Applications for Visit Programs     64
A Seven-Step Procedure for Planning Customer Visit Programs     68
Additional Information     75
Budgets, Recruitment, Coordination, Team Preparation, and Time Line     76
Cost Factors     76
Recruit Customers     79
Coordination With the Sales Force     84
Select Team Members     85
Time Frame     87
Additional Information     87
Selecting Customers to Visit     88
Devising a Sample Frame     90
Special Cases in Sample Selection     103
Additional Information     105
Preparing a Discussion Guide     106
The Goal: Information Capture     106
Discussion Guide     108
A Process for Team Preparation of a Discussion Guide     111
Additional Information     113
Constructing Good Questions     114
Preparation but Also Spontaneity     114
Importance of Open-Ended Questions     115
Workhorse Questions      116
Specialized Question Strategies     121
Criteria for Effective and Ineffective Questions     122
Two Specific Questions to Avoid     126
How to Ask Questions About Pricing     127
The Importance of Follow-Up Questions     129
Additional Information     129
Conducting the Visits     130
Interview Format: Time Boundaries     130
Interview Format: Spatial Considerations     132
Group Versus Individual Interviews     134
Interview Roles     136
Interview Skills     140
Five Difficult Interview Situations     151
Additional Information     156
Completing the Visit Program     157
Debriefing     157
Analysis and Reporting     159
Dissemination of Results     161
Storage of Results     162
Closure for Customers and the Field     163
Additional Information     164
Analysis
Generalizability of Visit Data     167
Procedures for the Analysis of Visit Data     173
Process of Analysis: Baseline Approach     173
Analysis of Visit Data: A Closer Look     174
Visual Representation of Visit Data      178
Tips for Improving the Analysis of Visit Data     182
Additional Information     184
The Place of Customer Visits Within the Market Research Toolbox     185
Compartments in the Market Research Toolbox     186
Research Planning     188
Customer Visits Compared to Kindred Techniques     191
Combination Strategies Involving Customer Visits     195
Two Mistakes to Avoid     197
Summary     199
Additional Information     199
Checklist for Conducting a Program of Customer Visits     201
Bibliography     205
Index     209
About the Author     213
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