Description
Book SynopsisThe 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 includingthe UK, US, Europe, Australia and S.E.Asia.
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 Managem
Trade 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)
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
