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Market Research Handbook
ESOMAR (Author)
9780470517680, Wiley
Hardback, published 14 September 2007
656 pages
25.4 x 17.4 x 4 cm, 1.361 kg
"...Zum 60. Geburtstag gönnt sich die Esomar (European Society for Opinion and Marketing Research) die längst überfällige Neuauflage ihers Standardwerks... Mit ihrem inspirierendem Brückenschlag zwischen Theorie und aktueller Praxis betonen die Autoren vor allem die Rolle der Marktforschung als strategisches Instrument, ohne dabei die Perspektiven außer Acht zu lassen." (Media & Marketing, Nr 11/2007)
The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike."
—Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development
Contributors ix Foreword xxiii Editorial xxv Acknowledgement xxvii PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1 1 The Role and Changing Nature of Marketing Intelligence 3 2 What is Market Research? 37 3 Data Collection: Key Stone and Cornerstones 61 4 The Market Research Process 99 PART TWO UTILISATION TOWARDS VALUE CREATION 129 5 Developing a Company Strategy 131 6 Research for Innovation: Defining Market Propositions 149 7 Refining Market Propositions 169 8 Launch and Monitoring of In-Market Performance 199 PART THREE SPECIFIC RESEARCH APPLICATIONS 217 9 Media Research 219 10 Institutional and Social Research 239 11 Business to Business Research 251 12 Research in Specific Domains: Health Care; Automotives and Telecom 267 13 Youth Research 283 14 Researching Diverse Individuals and Societies 299 15 Opinion Polling 311 16 Employee Research 319 17 Mystery Shopping 333 18 Customer Satisfaction 347 PART FOUR RECENT DEVELOPMENTS – A CLOSER LOOK 365 19 The Changing Role of the Researcher 367 20 Main Developments and Trends 381 21 Online Market Research 401 22 Data Mining and Data Fusion 421 23 Ethnography and Observational Research 435 24 Semiotics: What it is and What it Can Do for Market Research 447 25 Creative Approaches for the Fuzzy Front End 469 26 Brain Science: In Search of the Emotional Unconscious 481 PART FIVE BACKGROUND BUILDING BLOCKS 499 Annex 1 The Research Brief 501 Annex 2 Statistics and Significance Testing 525 Annex 3 Demographic and Other Classifications 571 Annex 4 Professional Ethics and Standards 585 Index 593
DVL Smith
Adam Phillips
John Kelly
Hans-Willi Schroiff
Gerard Loosschilder and Maarten Schellekens
Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo
Nigel Hollis and Dominic Twose
Raimund Wildner
Andrew Green
Dieter Korczak
Neil McPhee
Dirk Huisman
Joel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee
Anjul Sharma
Kathleen A. Frankovic
Andrew Buckley and Richard Goosey
Helen Turner
Laurent Flores
John Marinopoulos
Ray Poynter
Pete Comley
Colin Shearer
Hy Mariampolski
Virginia Valentine
Lucile Rameckers and Stefanie Un
David Penn
C. Frederic John
Paul Harris and Ken Baker
Mario van Hamersveld
Veronique Jeannin
Subject Areas: Business & management [KJ]
