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Market Research Handbook, 5th Edition
John Wiley and Sons Ltd, Sep 2007, Pages: 654
This book is considered to be ‘the authoritative international text on research methods and applications, and, previous editions have been used as the ‘industry bible: an indispensable state-of-the art reference book for the researcher, at every level of experience, who wants to improve on his or her skills’.
The 4th revised edition published in 1998 remains successful. However - given changing business dynamics, the impact of new technologies (especially the internet) and new ways of working and demands in the industry - the time has come to publish a completely overhauled edition of the handbook.
This new edition has a completely new structure that follows the flow of the actual business environment. This is completely different to the current edition which is more of a “how to” list. This makes the 5th edition Handbook far more of a strategic in it’s thinking and guidance. From. This will also increase the perception of MR as a strategic tool rather than a marketing tool only.
The basic success of the Handbook is, of course, it’s how to nature. This has not been lost in the new edition. The key difference is that the approach to both the layout, structure and actual advice in the new edition is looked at in a more strategic and business orientated way.
The 5th edition has 2 editors as well as a group of advisors who are all senior people, industry leaders on both the market research provider and market research client side across a range of products and services from the UK, US, Europe, Australia and S.E.Asia.
Main objective of the book is to support decision makers and be able to communicate at different levels and in different moments of the research process.
Author Info:
Mario van Hamersveld studied economics and sociology at Rotterdam University. He is Director of van Hamersveld MC specialising in international marketing, management and research. Prior to his present role, he was Marketing Development Manager of the Consumer Electronics Division of Royal Philips in Amsterdam. He served as management consultant in the strategy team and was Manager Marketing Research and Support for the Consumer Electronics Division. He has also held other marketing and research positions with Philips at a corporate level over many years. He has been engaged in a variety of international management, marketing training and development activities and contributed to various international publications. He served on the board of a number of non-profit organizations and governmental bodies. He has been active in ESOMAR as Council Member, 1990–1996, President, 1996–1998 and Acting Director General (2001–2003). He is Editor-in-Chief of “ResearchWorld”. In September 2005 he was awarded the ESOMAR Excellence Award for Standards of Performance in Market, Opinion and Social Research, the “John Downham Award”.
Cees de Bont is trained in economic psychology. He obtained an MSc from Tilburg University in 1987 and a PhD from the Delft University of Technology in 1992. After fulfilling his military obligations at the Royal Military Academy (KMA) and after working as an assistant professor at Tilburg University for two years, Cees joined Philips Design in 1995. At Philips Design, Cees was the founder of the Human Behaviour Research Centre.
In 1997, Cees moved to one of the product divisions of Philips (Domestic Appliances and Personal Care) to become responsible for the discipline of market research and strategy. In 2002 Cees de Bont was appointed Professor of Marketing at the Vrije Universiteit in Amsterdam. This part-time academic responsibility was combined with the professional work for Philips. In 2005 Cees de Bont moved to Delft to become the dean of the faculty of Industrial Design Engineering at the Delft University of Technology. This faculty is one of the leading academic design schools worldwide. In his role as Dean, Cees de Bont is integrally responsible for the faculty (340 employees).
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