Online Market Research: Cost Effective Searching of the Internet and Online Databases [Paperback]

John F. Lescher (Author)

Book Description

ISBN-10: 0201489295 | ISBN-13: 978-0201489293 | Publication Date: October 13, 1995 | Edition: 1

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/RetrievalA (R),and LexisA (R)-NexisA (R). When is it best to use the less robust but lessexpensive databases available on CompuServeA (R), America OnlineA (R),ProdigyA (R), and MicrosoftA (R) 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: *where to find data you need online *how to use search tools for accessing this data *the fastest ways to find specific information *the most cost-effective search methods *the legal, ethical, and copyright issues involved *how to assess data accuracy and compensate for poor quality *a methodology for keeping up with the ever-changing online world. 0201489295B04062001

Editorial Reviews

Amazon.com Review

Out there on the Internet is a wealth of information about your target customers--information that will let you focus on your market and your business more profitably. Online Market Research is a valuable collection of this data, and you couldn't find anyone better qualified than John Lescher to teach you the tricks of the trade. Don't worry if either the Internet or Market Research is a foreign realm to you. John Lescher does a beautiful job of making both easy to comprehend, with step-by-step examples that show you precisely how to work though the research process.

Review

Cost-effective Internet and database searching is the focus of an excellent title covering online market research techniques. Learn how to conduct economical research using archives, services, and new retrieval systems, and compare the different databases available on competing networks through this coverage, which will prove essential for any involved in business research. -- Midwest Book Review

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Product Details

• Paperback: 288 pages
• Publisher: Addison-Wesley Professional; 1 edition (October 13, 1995)
• Language: English
• ISBN-10: 0201489295
• ISBN-13: 978-0201489293
• Product Dimensions: 9.1 x 7.4 x 0.8 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #3,931,151 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

23 of 24 people found the following review helpful:

1.0 out of 5 stars This is a 1995 book, out of date. Amazon should be ashamed, February 6, 1999

By A Customer

This review is from: Online Market Research: Cost Effective Searching of the Internet and Online Databases (Paperback)

Anyone looking for the latest information about online market research should look elsewhere. I bought this book from amazon, and when I sat down to read it, I was dismayed to see how out-of-date it was. For example, recent advances in online survey research are not covered.

1 of 2 people found the following review helpful:

5.0 out of 5 stars Good general purpose research handbook for online sources., July 10, 1996

By A Customer

This review is from: Online Market Research: Cost Effective Searching of the Internet and Online Databases (Paperback)

Many research texts for business and the social sciences discuss secondary research sources. However, most, if not, all texts written in the past few years have had their chapters on this important subject invalidated by the the explosion of resources on the World Wide Web. Online Marketing Research is an excellent book to augment research texts used in academe or outdated research methods used by most businesses. The author also points out though that many of the "paid" resources such as Dialog, Nexis and Lexis, etc. still offer the highest quality information. This book is well worth the modest price.

Dave Wagner
[e-mail]
http://www.wagners.com -- Internet Marketing Resource Page