{"product_id":"market-research-handbook-isbn-9780470517680","title":"Market Research Handbook","description":"The fifth edition of what was formerly know as \u003ci\u003eThe ESOMAR Handbook of Market and Opinion Research\u003c\/i\u003e  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. \u003cp\u003eTruly 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.\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e—\u003cb\u003eProf. Seán Meehan\u003c\/b\u003e (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development\u003c\/p\u003e \u003cp\u003eContributors ix\u003c\/p\u003e \u003cp\u003eForeword xxiii\u003c\/p\u003e \u003cp\u003eEditorial xxv\u003c\/p\u003e \u003cp\u003eAcknowledgement xxvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 The Role and Changing Nature of Marketing Intelligence 3\u003cbr\u003e\u003ci\u003eDVL Smith\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2 What is Market Research? 37\u003cbr\u003e\u003ci\u003eAdam Phillips\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3 Data Collection: Key Stone and Cornerstones 61\u003cbr\u003e\u003ci\u003eJohn Kelly\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4 The Market Research Process 99\u003cbr\u003e\u003ci\u003eHans-Willi Schroiff\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO UTILISATION TOWARDS VALUE CREATION 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5 Developing a Company Strategy 131\u003cbr\u003e\u003ci\u003eGerard Loosschilder and Maarten Schellekens\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6 Research for Innovation: Defining Market Propositions 149\u003cbr\u003e\u003ci\u003eElisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7 Refining Market Propositions 169\u003cbr\u003e\u003ci\u003eNigel Hollis and Dominic Twose\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8 Launch and Monitoring of In-Market Performance 199\u003cbr\u003e\u003ci\u003eRaimund Wildner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE SPECIFIC RESEARCH APPLICATIONS 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 Media Research 219\u003cbr\u003e\u003ci\u003eAndrew Green\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10 Institutional and Social Research 239\u003cbr\u003e\u003ci\u003eDieter Korczak\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11 Business to Business Research 251\u003cbr\u003e\u003ci\u003eNeil McPhee\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12 Research in Specific Domains: Health Care; Automotives and Telecom 267\u003cbr\u003e\u003ci\u003eDirk Huisman\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13 Youth Research 283\u003cbr\u003e\u003ci\u003eJoel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14 Researching Diverse Individuals and Societies 299\u003cbr\u003e\u003ci\u003eAnjul Sharma\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15 Opinion Polling 311\u003cbr\u003e\u003ci\u003eKathleen A. Frankovic\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16 Employee Research 319\u003cbr\u003e\u003ci\u003eAndrew Buckley and Richard Goosey\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17 Mystery Shopping 333\u003cbr\u003e\u003ci\u003eHelen Turner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18 Customer Satisfaction 347\u003cbr\u003e\u003ci\u003eLaurent Flores\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART FOUR RECENT DEVELOPMENTS – A CLOSER LOOK 365\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e19 The Changing Role of the Researcher 367\u003cbr\u003e\u003ci\u003eJohn Marinopoulos\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e20 Main Developments and Trends 381\u003cbr\u003e\u003ci\u003eRay Poynter\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e21 Online Market Research 401\u003cbr\u003e\u003ci\u003ePete Comley\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e22 Data Mining and Data Fusion 421\u003cbr\u003e\u003ci\u003eColin Shearer\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e23 Ethnography and Observational Research 435\u003cbr\u003e\u003ci\u003eHy Mariampolski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e24 Semiotics: What it is and What it Can Do for Market Research 447\u003cbr\u003e\u003ci\u003eVirginia Valentine\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e25 Creative Approaches for the Fuzzy Front End 469\u003cbr\u003e\u003ci\u003eLucile Rameckers and Stefanie Un\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e26 Brain Science: In Search of the Emotional Unconscious 481\u003cbr\u003e\u003ci\u003eDavid Penn\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART FIVE BACKGROUND BUILDING BLOCKS 499\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnnex 1 The Research Brief 501\u003cbr\u003e\u003ci\u003eC. Frederic John\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAnnex 2 Statistics and Significance Testing 525\u003cbr\u003e\u003ci\u003ePaul Harris and Ken Baker\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAnnex 3 Demographic and Other Classifications 571\u003cbr\u003e\u003ci\u003eMario van Hamersveld\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAnnex 4 Professional Ethics and Standards 585\u003cbr\u003e\u003ci\u003eVeronique Jeannin\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIndex 593\u003c\/p\u003e \"The new edition reflects the changing needs of researchers...[it] will definitely find a place on the corner of my desk...\"  (\u003ci\u003eAdmap\u003c\/i\u003e, January 2008)  \"...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 \u0026amp; Marketing, Nr 11\/2007)  \u003cb\u003eMario van Hamersveld\u003c\/b\u003e 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”.  \u003cp\u003e\u003cb\u003eCees de Bont\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003eIn 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).\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.\u003cbr\u003e \u003c\/p\u003e  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.  \u003cp\u003eTruly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world.\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eThe 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\u003c\/i\u003e.”\u003c\/p\u003e \u003cp\u003e\u003cb\u003eProf. Seán Meehan (Switzerland)\u003c\/b\u003e, Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eThe 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\u003c\/i\u003e.”\u003c\/p\u003e \u003cp\u003e\u003cb\u003eProf. Dr. Frank Wimmer (Germany)\u003c\/b\u003e, Professor of Business Administration and Marketing, University of Bamberg \u0026amp; Member of the supervisory committee, GfK-Nürnberg e.V.\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eWith 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\u003c\/i\u003e.”\u003c\/p\u003e \u003cp\u003e\u003cb\u003eKN Tang (China Hong Kong)\u003c\/b\u003e, Chairman Emeritus, Asia Pacific, Nielsen\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eUnderstanding 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\u003c\/i\u003e.”\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePeter Mouncey\u003c\/b\u003e \u003cb\u003eFMRS\u003c\/b\u003e\u003cb\u003e(UK)\u003c\/b\u003e, Visiting Fellow, Cranfield University School of Management\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eThis 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\u003c\/i\u003e.”\u003c\/p\u003e \u003cp\u003e\u003cb\u003eNelsom Marangoni (Brazil)\u003c\/b\u003e, Chief executive, IBOPE Solution\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989574140133,"sku":"NP9780470517680","price":220.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470517680.jpg?v=1761784655","url":"https:\/\/k12savings.com\/products\/market-research-handbook-isbn-9780470517680","provider":"K12savings","version":"1.0","type":"link"}