Market Research Handbook / Edition 5

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Overview

ESOMAR is the world organisation for enabling better research intomarkets, consumers and societies.

With 4,400 members in 100 countries, ESOMAR's aim is to promotethe value of market and opinion research in illuminating realissues and bringing about effective decision making.

To facilitate this ongoing dialogue, ESOMAR creates and managesa comprehensive programme of industry-specific and thematicconferences, publications and communications, as well as advocatingself-regulation and the worldwide code of practice.

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Editorial Reviews

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

  • ISBN-13: 9780470517680
  • Publisher: Wiley
  • Publication date: 11/5/2007
  • Edition number: 5
  • Pages: 656
  • Product dimensions: 6.70 (w) x 9.90 (h) x 1.60 (d)

Meet the Author

Mario van Hamersveld studied economics and sociology atRotterdam University. He is Director of van Hamersveld MCspecialising in international marketing, management and research.Prior to his present role, he was Marketing Development Manager ofthe Consumer Electronics Division of Royal Philips in Amsterdam. Heserved as management consultant in the strategy team and wasManager Marketing Research and Support for the Consumer ElectronicsDivision. He has also held other marketing and research positionswith Philips at a corporate level over many years. He has beenengaged in a variety of international management, marketingtraining and development activities and contributed to variousinternational publications. He served on the board of a number ofnon-profit organizations and governmental bodies. He has beenactive in ESOMAR as Council Member, 1990–1996, President,1996–1998 and Acting Director General (2001–2003). Heis Editor-in-Chief of “ResearchWorld”. In September2005 he was awarded the ESOMAR Excellence Award for Standards ofPerformance in Market, Opinion and Social Research, the “JohnDownham Award”.

Cees de Bont is trained in economic psychology. Heobtained an MSc from Tilburg University in 1987 and a PhD from theDelft University of Technology in 1992. After fulfilling hismilitary obligations at the Royal Military Academy (KMA) and afterworking as an assistant professor at Tilburg University for twoyears, Cees joined Philips Design in 1995. At Philips Design, Ceeswas 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 forthe discipline of market research and strategy.  In 2002 Ceesde Bont was appointed Professor of Marketing at the VrijeUniversiteit in Amsterdam. This part-time academic responsibilitywas combined with the professional work for Philips. In 2005 Ceesde Bont moved to Delft to become the dean of the faculty ofIndustrial Design Engineering at the Delft University ofTechnology. This faculty is one of the leading academic designschools worldwide. In his role as Dean, Cees de Bont is integrallyresponsible for the faculty (340 employees).

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Table of Contents

Contributors

Foreword

Editorial.

Acknowledgement.

PART ONE: MARKET RESEARCH: THE CONTEXT, MAIN ROLES ANDCORNERSTONES.

1 The Role and Changing Nature of Marketing Intelligence (DVLSmith).

2 What is Market Research? (Adam Phillips).

3 Data Collection: Key Stone and Cornerstones (JohnKelly).

4 The Market Research Process (Hans-Willi Schroiff).

PART TWO: UTILISATION TOWARDS VALUE CREATION.

5 Developing a Company Strategy (Gerard Loosschilderand Maarten Schellekens).

6 Research for Innovation: Defining Market Propositions(Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and MarcoBevolo).

7 Refining Market Propositions (Nigel Hollis and DominicTwose).

8 Launch and Monitoring of In-Market Performance (RaimundWildner).

PART THREE: SPECIFIC RESEARCH APPLICATIONS.

9 Media Research (Andrew Green).

10 Institutional and Social Research (DieterKorczak).

11 Business to Business Research (Neil McPhee).

12 Research in Specific Domains: Health Care; Automotives andTelecom (Dirk Huisman).

13 Youth Research (Joël-Yves Le Bigot, CatherineLott-Vernet and Piyul Mukherjee).

14 Researching Diverse Individuals and Societies (AnjulSharma).

15 Opinion Polling (Kathleen A. Frankovic).

16 Employee Research (Andrew Buckley and RichardGoosey).

17 Mystery Shopping (Helen Turner).

18 Customer Satisfaction (LaurentFlorés).

PART FOUR: RECENT DEVELOPMENTS – A CLOSER LOOK.

19 The Changing Role of the Researcher (JohnMarinopoulos).

20 Main Developments and Trends (Ray Poynter).

21 Online Market Research (Pete Comley).

22 Data Mining and Data Fusion (Colin Shearer).

23 Ethnography and Observational Research (HyMariampolski).

24 Semiotics: What it is and What it Can Do for Market Research(Virginia Valentine).

25 Creative Approaches for the Fuzzy Front End (LucileRameckers and Stefanie Un).

26 Brain Science: In Search of the Emotional Unconscious(David Penn).

PART FIVE: BACKGROUND BUILDING BLOCKS.

Annex 1: The Research Brief (C. FredericJohn).

Annex 2: Statistics and Significance Testing (Paul Harris andKen Baker).

Annex 3: Demographic and Other Classifications (Mario vanHamersveld).

Annex 4: Professional Ethics and Standards (VèroniqueJeannin).

Index.

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