5. Edition - September 2007
129.- Euro
2007. 654 Pages, Hardcover
- Textbook -
ISBN-10: 0-470-51768-9
ISBN-13: 978-0-470-51768-0 - John Wiley & Sons






Sample Chapter

Short description
Considered the authoritative international text on research methods and applications, The Market Research Handbook, Fifth Edition is an indispensable state-of-the art reference book for the researcher, at every level of experience, who wants to improve on his or her skills. Reflecting the recent changes in business dynamics, the impact of new technologies (especially the Internet), and new ways of working in the industry, this Fifth Edition features a completely new structure that follows the flow of the actual business environment, making it far more of a strategy in thinking and guidance and increases the perception of MR as a strategic tool rather than only a marketing tool.

From the contents
Contributors

Foreword

Editorial.

Acknowledgement.

PART ONE: MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES.

1 The Role and Changing Nature of Marketing Intelligence (DVL Smith).

2 What is Market Research? (Adam Phillips).

3 Data Collection: Key Stone and Cornerstones (John Kelly).

4 The Market Research Process (Hans-Willi Schroiff).

PART TWO: UTILISATION TOWARDS VALUE CREATION.

5 Developing a Company Strategy (Gerard Loosschilder and Maarten Schellekens).

6 Research for Innovation: Defining Market Propositions (Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo).

7 Refining Market Propositions (Nigel Hollis and Dominic Twose).

8 Launch and Monitoring of In-Market Performance (Raimund Wildner).

PART THREE: SPECIFIC RESEARCH APPLICATIONS.

9 Media Research (Andrew Green).

10 Institutional and Social Research (Dieter Korczak).

11 Business to Business Research (Neil McPhee).

12 Research in Specific Domains: Health Care; Automotives and Telecom (Dirk Huisman).

13 Youth Research (Joël-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee).

14 Researching Diverse Individuals and Societies (Anjul Sharma).

15 Opinion Polling (Kathleen A. Frankovic).

16 Employee Research (Andrew Buckley and Richard Goosey).

17 Mystery Shopping (Helen Turner).

18 Customer Satisfaction (Laurent Florés).

PART FOUR: RECENT DEVELOPMENTS - A CLOSER LOOK.

19 The Changing Role of the Researcher (John Marinopoulos).

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 (Hy Mariampolski).

24 Semiotics: What it is and What it Can Do for Market Research (Virginia Valentine).

25 Creative Approaches for the Fuzzy Front End (Lucile Rameckers 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. Frederic John).

Annex 2: Statistics and Significance Testing (Paul Harris and Ken Baker).

Annex 3: Demographic and Other Classifications (Mario van Hamersveld).

Annex 4: Professional Ethics and Standards (V´eronique Jeannin).

Index.