Market Research Handbook. 5th Edition

  • ID: 2241815
  • Book
  • 656 Pages
  • John Wiley and Sons Ltd
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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. Seán 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–Nürnberg 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

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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 3DVL Smith

2 What is Market Research? 37Adam Phillips

3 Data Collection: Key Stone and Cornerstones 61John Kelly

4 The Market Research Process 99Hans–Willi Schroiff

PART TWO UTILISATION TOWARDS VALUE CREATION 129

5 Developing a Company Strategy 131Gerard Loosschilder and Maarten Schellekens

6 Research for Innovation: Defining Market Propositions 149Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo

7 Refining Market Propositions 169Nigel Hollis and Dominic Twose

8 Launch and Monitoring of In–Market Performance 199Raimund Wildner

PART THREE SPECIFIC RESEARCH APPLICATIONS 217

9 Media Research 219Andrew Green

10 Institutional and Social Research 239Dieter Korczak

11 Business to Business Research 251Neil McPhee

12 Research in Specific Domains: Health Care; Automotives and Telecom 267Dirk Huisman

13 Youth Research 283Joel–Yves Le Bigot, Catherine Lott–Vernet and Piyul Mukherjee

14 Researching Diverse Individuals and Societies 299Anjul Sharma

15 Opinion Polling 311Kathleen A. Frankovic

16 Employee Research 319Andrew Buckley and Richard Goosey

17 Mystery Shopping 333Helen Turner

18 Customer Satisfaction 347Laurent Flores

PART FOUR RECENT DEVELOPMENTS A CLOSER LOOK 365

19 The Changing Role of the Researcher 367John Marinopoulos

20 Main Developments and Trends 381Ray Poynter

21 Online Market Research 401Pete Comley

22 Data Mining and Data Fusion 421Colin Shearer

23 Ethnography and Observational Research 435Hy Mariampolski

24 Semiotics: What it is and What it Can Do for Market Research 447Virginia Valentine

25 Creative Approaches for the Fuzzy Front End 469Lucile Rameckers and Stefanie Un

26 Brain Science: In Search of the Emotional Unconscious 481David Penn

PART FIVE BACKGROUND BUILDING BLOCKS 499

Annex 1 The Research Brief 501C. Frederic John

Annex 2 Statistics and Significance Testing 525Paul Harris and Ken Baker

Annex 3 Demographic and Other Classifications 571Mario van Hamersveld

Annex 4 Professional Ethics and Standards 585Veronique Jeannin

Index 593

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