Market Research Handbook / Edition 5

Hardcover (Print)
Used and New from Other Sellers
Used and New from Other Sellers
from $137.29
Usually ships in 1-2 business days
(Save 37%)
Other sellers (Hardcover)
  • All (8) from $137.29   
  • New (6) from $137.29   
  • Used (2) from $211.19   


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.

Read More Show Less

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)
Read More Show Less

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).

Read More Show Less

Table of Contents






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).


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).


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).


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).


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).


Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)