Market Research Handbook
5. Edition September 2007
656 Pages, Hardcover
Textbook
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.
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
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.
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).
