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
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
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
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
Joel–Yves Le Bigot, Catherine Lott–Vernet and Piyul Mukherjee
14 Researching Diverse Individuals and Societies 299
15 Opinion Polling 311
Kathleen A. Frankovic
16 Employee Research 319
Andrew Buckley and Richard Goosey
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
Lucile Rameckers and Stefanie Un
26 Brain Science: In Search of the Emotional Unconscious 481
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