{"product_id":"market-research-handbook-hardback-9780470517680","title":"Market Research Handbook (Hardback) 9780470517680","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarket Research Handbook\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eESOMAR (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470517680, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 14 September 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e656 pages\u003cbr\u003e25.4 x 17.4 x 4 cm, 1.361 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"...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 \u0026amp; Marketing, Nr 11\/2007)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThe fifth edition of what was formerly know as \u003ci\u003eThe ESOMAR Handbook of Market and Opinion Research\u003c\/i\u003e  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. \u003cp\u003eTruly 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.\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eProf. Seán Meehan\u003c\/b\u003e (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eContributors ix\u003c\/p\u003e \u003cp\u003eForeword xxiii\u003c\/p\u003e \u003cp\u003eEditorial xxv\u003c\/p\u003e \u003cp\u003eAcknowledgement xxvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 The Role and Changing Nature of Marketing Intelligence 3\u003cbr\u003e\u003ci\u003eDVL Smith\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2 What is Market Research? 37\u003cbr\u003e\u003ci\u003eAdam Phillips\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3 Data Collection: Key Stone and Cornerstones 61\u003cbr\u003e\u003ci\u003eJohn Kelly\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4 The Market Research Process 99\u003cbr\u003e\u003ci\u003eHans-Willi Schroiff\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO UTILISATION TOWARDS VALUE CREATION 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5 Developing a Company Strategy 131\u003cbr\u003e\u003ci\u003eGerard Loosschilder and Maarten Schellekens\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6 Research for Innovation: Defining Market Propositions 149\u003cbr\u003e\u003ci\u003eElisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7 Refining Market Propositions 169\u003cbr\u003e\u003ci\u003eNigel Hollis and Dominic Twose\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8 Launch and Monitoring of In-Market Performance 199\u003cbr\u003e\u003ci\u003eRaimund Wildner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE SPECIFIC RESEARCH APPLICATIONS 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 Media Research 219\u003cbr\u003e\u003ci\u003eAndrew Green\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10 Institutional and Social Research 239\u003cbr\u003e\u003ci\u003eDieter Korczak\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11 Business to Business Research 251\u003cbr\u003e\u003ci\u003eNeil McPhee\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12 Research in Specific Domains: Health Care; Automotives and Telecom 267\u003cbr\u003e\u003ci\u003eDirk Huisman\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13 Youth Research 283\u003cbr\u003e\u003ci\u003eJoel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14 Researching Diverse Individuals and Societies 299\u003cbr\u003e\u003ci\u003eAnjul Sharma\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15 Opinion Polling 311\u003cbr\u003e\u003ci\u003eKathleen A. Frankovic\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16 Employee Research 319\u003cbr\u003e\u003ci\u003eAndrew Buckley and Richard Goosey\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17 Mystery Shopping 333\u003cbr\u003e\u003ci\u003eHelen Turner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18 Customer Satisfaction 347\u003cbr\u003e\u003ci\u003eLaurent Flores\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART FOUR RECENT DEVELOPMENTS – A CLOSER LOOK 365\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e19 The Changing Role of the Researcher 367\u003cbr\u003e\u003ci\u003eJohn Marinopoulos\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e20 Main Developments and Trends 381\u003cbr\u003e\u003ci\u003eRay Poynter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e21 Online Market Research 401\u003cbr\u003e\u003ci\u003ePete Comley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e22 Data Mining and Data Fusion 421\u003cbr\u003e\u003ci\u003eColin Shearer\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e23 Ethnography and Observational Research 435\u003cbr\u003e\u003ci\u003eHy Mariampolski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e24 Semiotics: What it is and What it Can Do for Market Research 447\u003cbr\u003e\u003ci\u003eVirginia Valentine\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e25 Creative Approaches for the Fuzzy Front End 469\u003cbr\u003e\u003ci\u003eLucile Rameckers and Stefanie Un\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e26 Brain Science: In Search of the Emotional Unconscious 481\u003cbr\u003e\u003ci\u003eDavid Penn\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART FIVE BACKGROUND BUILDING BLOCKS 499\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnnex 1 The Research Brief 501\u003cbr\u003e\u003ci\u003eC. Frederic John\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAnnex 2 Statistics and Significance Testing 525\u003cbr\u003e\u003ci\u003ePaul Harris and Ken Baker\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAnnex 3 Demographic and Other Classifications 571\u003cbr\u003e\u003ci\u003eMario van Hamersveld\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAnnex 4 Professional Ethics and Standards 585\u003cbr\u003e\u003ci\u003eVeronique Jeannin\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIndex 593\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52276349927704,"sku":"9780470517680","price":106.28,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470517680.jpg?v=1781366792","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/market-research-handbook-hardback-9780470517680","provider":"Freshly Printed Books","version":"1.0","type":"link"}