Publisher Description

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 . "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

Back Cover

The fifth edition of THE HANDBOOK OF MARKET 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. " 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. Se

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ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With 4,400 members in 100 countries, ESOMAR's aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision making. To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic conferences, publications and communications, as well as advocating self-regulation and the worldwide code of practice.

Table of Contents

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
DVL Smith 2 What is Market Research? 37
Adam Phillips 3 Data Collection: Key Stone and Cornerstones 61
John Kelly 4 The Market Research Process 99
Hans-Willi Schroiff PART TWO UTILISATION TOWARDS VALUE CREATION 129 5 Developing a Company Strategy 131
Gerard Loosschilder and Maarten Schellekens 6 Research for Innovation: Defining Market Propositions 149
Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo 7 Refining Market Propositions 169
Nigel Hollis and Dominic Twose 8 Launch and Monitoring of In-Market Performance 199
Raimund Wildner PART THREE SPECIFIC RESEARCH APPLICATIONS 217 9 Media Research 219
Andrew Green 10 Institutional and Social Research 239
Dieter Korczak 11 Business to Business Research 251
Neil McPhee 12 Research in Specific Domains: Health Care; Automotives and Telecom 267
Dirk Huisman 13 Youth Research 283
Joel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee 14 Researching Diverse Individuals and Societies 299
Anjul Sharma 15 Opinion Polling 311
Kathleen A. Frankovic 16 Employee Research 319
Andrew Buckley and Richard Goosey 17 Mystery Shopping 333
Helen Turner 18 Customer Satisfaction 347
Laurent Flores PART FOUR RECENT DEVELOPMENTS – A CLOSER LOOK 365 19 The Changing Role of the Researcher 367
John Marinopoulos 20 Main Developments and Trends 381
Ray Poynter 21 Online Market Research 401
Pete Comley 22 Data Mining and Data Fusion 421
Colin Shearer 23 Ethnography and Observational Research 435
Hy Mariampolski 24 Semiotics: What it is and What it Can Do for Market Research 447
Virginia Valentine 25 Creative Approaches for the Fuzzy Front End 469
Lucile Rameckers and Stefanie Un 26 Brain Science: In Search of the Emotional Unconscious 481
David Penn PART FIVE BACKGROUND BUILDING BLOCKS 499 Annex 1 The Research Brief 501
C. Frederic John Annex 2 Statistics and Significance Testing 525
Paul Harris and Ken Baker Annex 3 Demographic and Other Classifications 571
Mario van Hamersveld Annex 4 Professional Ethics and Standards 585
Veronique Jeannin Index 593

Review

"The new edition reflects the changing needs of researchers...[it] will definitely find a place on the corner of my desk..."  (Admap, January 2008)
"...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)

Long Description

The fifth edition of THE HANDBOOK OF MARKET 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. 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. Sen Meehan (Switzerland) , Martin Hilti Professor of Marketing and Change Management, IMD International Institute for Management Development The completely revised ESOMAR Handbook enables market researchers to gain not only an excellent grasp of the full suite of available research techniques, but also a greater understanding and appreciation of how to achieve deeper business insights . Prof. Dr. Frank Wimmer (Germany) , Professor of Business Administration and Marketing, University of Bamberg & Member of the supervisory committee, GfK-Nrnberg e.V. With the advances in online research, the challenge of falling response rates and the increasing demand on research to impact business performance this is a much needed Handbook. It has a powerful futuristic outlook without compromising on the foundations of professional and technical integrity . KN Tang (China Hong Kong) , Chairman Emeritus, Asia Pacific, Nielsen Understanding consumers is the key to competitive advantage in today's markets. Many market research texts are purely about methodology, but the new Handbook goes much further than this by clearly demonstrating how to gain maximum value from market research in developing and implementing business strategy . Peter Mouncey FMRS (UK) , Visiting Fellow, Cranfield University School of Management This new Handbook demonstrates the core skills and know how inherent in modern market research techniques and methodologies, whilst also clearly showing the way for applying research in today s business environment . Nelsom Marangoni (Brazil) , Chief executive, IBOPE Solution

Review Text

"The new edition reflects the changing needs of researchers...[it] will definitely find a place on the corner of my desk..."  (Admap, January 2008)

Review Quote

"The new edition reflects the changing needs of researchers..."

Feature

The definitive guide to Market Research methods and applications from leading industry experts. Developed by ESOMAR, the world's most prestigious organization for enabling better research into markets, consumers, and societies Presents a potent collection of information from inspirational and international industry experts Cases cover a vast range of industries and products through research performed on companies such as Phillips, ZenithOptimedia, CBS News, Mastercard, Millward Brown Group and DunnHumby

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