The 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 including the 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 Management, IMD – International Institute for Management Development
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 3DVL Smith 2 What is Market Research? 37Adam Phillips 3 Data Collection: Key Stone and Cornerstones 61John Kelly 4 The Market Research Process 99Hans-Willi Schroiff PART TWO UTILISATION TOWARDS VALUE CREATION 129 5 Developing a Company Strategy 131Gerard Loosschilder and Maarten Schellekens 6 Research for Innovation: Defining Market Propositions 149Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo 7 Refining Market Propositions 169Nigel Hollis and Dominic Twose 8 Launch and Monitoring of In-Market Performance 199Raimund Wildner PART THREE SPECIFIC RESEARCH APPLICATIONS 217 9 Media Research 219Andrew Green 10 Institutional and Social Research 239Dieter Korczak 11 Business to Business Research 251Neil McPhee 12 Research in Specific Domains: Health Care; Automotives and Telecom 267Dirk Huisman 13 Youth Research 283Joel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee 14 Researching Diverse Individuals and Societies 299Anjul Sharma 15 Opinion Polling 311Kathleen A. Frankovic 16 Employee Research 319Andrew Buckley and Richard Goosey 17 Mystery Shopping 333Helen Turner 18 Customer Satisfaction 347Laurent Flores PART FOUR RECENT DEVELOPMENTS – A CLOSER LOOK 365 19 The Changing Role of the Researcher 367John Marinopoulos 20 Main Developments and Trends 381Ray Poynter 21 Online Market Research 401Pete Comley 22 Data Mining and Data Fusion 421Colin Shearer 23 Ethnography and Observational Research 435Hy Mariampolski 24 Semiotics: What it is and What it Can Do for Market Research 447Virginia Valentine 25 Creative Approaches for the Fuzzy Front End 469Lucile Rameckers and Stefanie Un 26 Brain Science: In Search of the Emotional Unconscious 481David Penn PART FIVE BACKGROUND BUILDING BLOCKS 499 Annex 1 The Research Brief 501C. Frederic John Annex 2 Statistics and Significance Testing 525Paul Harris and Ken Baker Annex 3 Demographic and Other Classifications 571Mario van Hamersveld Annex 4 Professional Ethics and Standards 585Veronique Jeannin Index 593
"...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)
Mario van Hamersveld studied economics and sociology at Rotterdam University. He is Director of van Hamersveld MC specialising in international marketing, management and research. Prior to his present role, he was Marketing Development Manager of the Consumer Electronics Division of Royal Philips in Amsterdam. He served as management consultant in the strategy team and was Manager Marketing Research and Support for the Consumer Electronics Division. He has also held other marketing and research positions with Philips at a corporate level over many years. He has been engaged in a variety of international management, marketing training and development activities and contributed to various international publications. He served on the board of a number of non-profit organizations and governmental bodies. He has been active in ESOMAR as Council Member, 1990–1996, President, 1996–1998 and Acting Director General (2001–2003). He is Editor-in-Chief of “ResearchWorld”. In September 2005 he was awarded the ESOMAR Excellence Award for Standards of Performance in Market, Opinion and Social Research, the “John Downham Award”. Cees de Bont is trained in economic psychology. He obtained an MSc from Tilburg University in 1987 and a PhD from the Delft University of Technology in 1992. After fulfilling his military obligations at the Royal Military Academy (KMA) and after working as an assistant professor at Tilburg University for two years, Cees joined Philips Design in 1995. At Philips Design, Cees was 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 for the discipline of market research and strategy. In 2002 Cees de Bont was appointed Professor of Marketing at the Vrije Universiteit in Amsterdam. This part-time academic responsibility was combined with the professional work for Philips. In 2005 Cees de Bont moved to Delft to become the dean of the faculty of Industrial Design Engineering at the Delft University of Technology. This faculty is one of the leading academic design schools worldwide. In his role as Dean, Cees de Bont is integrally responsible for the faculty (340 employees).
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.
The fifth edition of THE HANDBOOK OF MARKET 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. “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
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