{"product_id":"market-research-best-practice-isbn-9780470065273","title":"Market Research Best Practice","description":"Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world's leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice.\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e In the pursuit to define and illustrate 'new' market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. Market Research Best Practice draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business.\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e More than 50 authors have contributed their work to this collection - all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners. To find out more about the ESOMAR Membership, the worldwide code of practice and the range of events and publications, visit www.esomar.org.  Contributors.  \u003cp\u003eForeword.\u003c\/p\u003e \u003cp\u003ePreface.\u003c\/p\u003e \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003ePART ONE: FACILITATING DECISION-MAKING.\u003c\/p\u003e \u003cp\u003e1 Creating Maximum Value for the Client: Developing a New Strategic Role for Market Researchers (V.L. Smith).\u003c\/p\u003e \u003cp\u003e2 The Heart Transplant: Making a Difference to Organizations by Putting the Consumers at the Heart of your Business (Kristin Hickey, Derek Leddie and David Jenkinson).\u003c\/p\u003e \u003cp\u003e3 The Holistic Approach: Emphasizing the Importance of the Whole and the Interdependence of its Parts (Christine Blache and Karen Hofman).\u003c\/p\u003e \u003cp\u003e4 Integrating Decision-Making and Marketing Intelligence: The Roadmap to the Boardroom (Selim Oktar and Emre Erdoğan).\u003c\/p\u003e \u003cp\u003e5 Market Research: A New Generation on the Go (Corinne Rosinski).\u003c\/p\u003e \u003cp\u003e6. The Operation was Successful but the Patient Died: Why Research on Innovation is Successful yet Innovations Fail (Omar Mahmoud).\u003c\/p\u003e \u003cp\u003e7 When Good Researchers go Bad: Cautionary Tales from the Front Lines (Stephen Needel).\u003c\/p\u003e \u003cp\u003ePART TWO: KNOWLEDGE MANAGEMENT.\u003c\/p\u003e \u003cp\u003e8 Striking Gold in the Qualitative Mine: A New Approach to Build Vision and Generate Insight to Impact Business (Jem Wallis and Vanessa Briese).\u003c\/p\u003e \u003cp\u003e9 Improving Honeywell’s Market Research: \u003ca id=\"OLE_LINK1\" name=\"OLE_LINK1\"\u003e\u003c\/a\u003e\u003ca id=\"OLE_LINK2\" name=\"OLE_LINK2\"\u003eCombining Online Surveys, Traditional Interviewing Techniques and Web-based Reporting\u003c\/a\u003e (Karl G. Feld and William K. Stone).\u003c\/p\u003e \u003cp\u003e10 Creating Competitive Intellectual Capital: The Henkel Case (Hans-Willi Schroiff).\u003c\/p\u003e \u003cp\u003e11 Getting Research Noticed at the Corporate Top Table (Ioannis (John) Dimopoulos, Jonathan Rabson and Daryl Maloney McCall).\u003c\/p\u003e \u003cp\u003e12 How to Ensure One Worldwide Heineken Brand Dashboard (Sjoerd Koornstra and Gert Jan de Nooij).\u003c\/p\u003e \u003cp\u003ePART THREE: NEW METHODOLOGIES.\u003c\/p\u003e \u003cp\u003e13 Possibilities for Ethnographic Research: How to Raise the Validity of Findings and to Facilitate a Better and Deeper Understanding of your Products and Customers (Ji-Seun You and Edeltraud). Kaltenbach\u003c\/p\u003e \u003cp\u003e14 Video Ergo Agnosco: From Observation to Insight (Nic Hall).\u003c\/p\u003e \u003cp\u003e15 Build Strong Brands and Develop Communications: An Argument for Using Consumer Need States over Values (Michael O’Donohue and Tamsin Addison).\u003c\/p\u003e \u003cp\u003e16 Cross Media Measurement: The New Medium Necessitates a New Approach to Marketing Mix Measurement (Rex Briggs).\u003c\/p\u003e \u003cp\u003ePART FOUR: MODELLING.\u003c\/p\u003e \u003cp\u003e17 A New Generation of Brand Controlling: Evaluating the Effectiveness and Efficiency of the Complete Marketing Mix (Siegfried Högl and Oliver Hupp).\u003c\/p\u003e \u003cp\u003e18 The Impact of Consumers’ Commitment to Existing Brands on New Product Launch Strategies (Jan Hofmeyr and John Rice).\u003c\/p\u003e \u003cp\u003e19 Predicting the Unpredictable: Agent-based Models for Marketing Research (David G. Bakken and Roger A. Parker).\u003c\/p\u003e \u003cp\u003ePART FIVE: FACILITATING DIVERSITY.\u003c\/p\u003e \u003cp\u003e20 Managing Global Brands to Meet Consumer Expectations (Malcolm Baker, Greet Sterenberg and Earl Taylor).\u003c\/p\u003e \u003cp\u003e21 Audience Measurement in the ‘Dual Economies’ of Poor Countries: A Case Study from Pakistan (Ijaz Shafi Gilani and Mansoor Khan).\u003c\/p\u003e \u003cp\u003e22 Jambo Africa: A Discussion on the Challenges and Diversity of Third World Research (Jill Barnes and Solveig Shapiro).\u003c\/p\u003e \u003cp\u003ePART SIX: BEST PRACTICE CASE STUDIES.\u003c\/p\u003e \u003cp\u003e23 Retail Innovation Learnings from a Segmented Shop Formula: Sunka (Lluis Martinez-Ribes and Xavier Roure).\u003c\/p\u003e \u003cp\u003e24 How to Make Good Dough: Revitalising your Product Portfolio by Understanding Consumer Needs (Pia de Wit and Sinéad Twomey).\u003c\/p\u003e \u003cp\u003e25 Hide ‘n’ Seek: Driving Disruption in Skincare (Lyn McGregor and James Potocki).\u003c\/p\u003e \u003cp\u003e26 Jack in the Tiffin Box: Unconventional Paths to New Product Idea Development (Sangeeta Gupta, Subhransu Rout and Farheen Romani).\u003c\/p\u003e \u003cp\u003e27 Becoming Cultural Architects: How to Drive the Influence of Research on Company Culture (Paul Buckley and Hilary Perkins).\u003c\/p\u003e \u003cp\u003e28 Show Me Your Home and I Will Tell You Who You Are, or Building Homes Based on Consumers’ Values and Lifestyles (Lena Gilchrist, Britt-Marie Eriksson and Olof Eriksson).\u003c\/p\u003e \u003cp\u003e29 Market Research, Accountability, Outcome-focus and Service Standards in the Australian Government Public Sector: How Market Research has Significantly Improved the Reformation of the Australian Government Public Sector (Peter Bycroft, Catherine Argall and Natalie Wearne).\u003c\/p\u003e \u003cp\u003e30 Research for Innovation: Fitting the Design Process at Phillips Design (Monica Bueno and Lucile Rameckers).\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \"...a collection of stimulating and thought-provoking insight...Written by experts for experts\" (\u003ci\u003eProfessional Marketing\u003c\/i\u003e, October 2007)  With 4,500 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.  \u003cp\u003eTo facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic conferences, publications and communications as well as actively advocating self-regulation and the worldwide code of practice.\u003c\/p\u003e \u003cp\u003eAll ESOMAR members, as well as their company contact details, are listed in the ESOMAR Directory of members. Members agree to abide by the ICC\/ESOMAR International Code of Marketing and Social Research Practice, which has been jointly drafted by ESOMAR and the International Chamber of Commerce and is endorsed by the major national professional bodies around the world.\u003c\/p\u003e \u003cp\u003eESOMAR was founded in 1948.\u003c\/p\u003e  ESOMAR is the world organisation for enabling better research into markets, consumers and societies.  \u003cp\u003eWith 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.\u003c\/p\u003e \u003cp\u003eTo 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.\u003c\/p\u003e  \u003ci\u003eMarket Research Best Practice\u003c\/i\u003e is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world’s leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice.  \u003cp\u003eIn the pursuit to define and illustrate ‘new’ market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. \u003ci\u003eMarket Research Best Practice\u003c\/i\u003e draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business.\u003c\/p\u003e \u003cp\u003eMore than 50 authors have contributed their work to this collection – all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners. To find out more about the ESOMAR Membership, the worldwide code of practice and the range of events and publications, visit www.esomar.org.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989574107365,"sku":"NP9780470065273","price":125.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470065273.jpg?v=1761784656","url":"https:\/\/k12savings.com\/products\/market-research-best-practice-isbn-9780470065273","provider":"K12savings","version":"1.0","type":"link"}