Market Research Handbook / Edition 5

Market Research Handbook / Edition 5

by ESOMAR
     
 

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

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

To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive

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Overview

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

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

To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic conferences, publications and communications, as well as advocating self-regulation and the worldwide code of practice.

Product Details

ISBN-13:
9780470517680
Publisher:
Wiley
Publication date:
11/05/2007
Pages:
656
Product dimensions:
6.70(w) x 9.90(h) x 1.60(d)

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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