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This book is considered to be 'the authoritative international text on research methods and applications, and, previous editions have been used as the 'industry bible: 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'.
The 4th revised edition published in 1998 remains successful. However - given changing business dynamics, the impact of new technologies (especially the internet) and new ways of working and demands in the industry - the time has come to publish a completely overhauled edition of the handbook.
This new edition has a completely new structure that follows the flow of the actual business environment. This is completely different to the current edition which is more of a "how to" list. This makes the 5th edition Handbook far more of a strategic in it's thinking and guidance. From. This will also increase the perception of MR as a strategic tool rather than a marketing tool only.
The basic success of the Handbook is, of course, it's how to nature. This has not been lost in the new edition. The key difference is that the approach to both the layout, structure and actual advice in the new edition is looked at in a more strategic and business orientated way.
The 5th edition has 2 editors as well as a group of advisors who are all senior people, industry leaders on both the market research provider and market research client side across a range of products and services from the UK, US, Europe, Australia and S.E.Asia.
Main objective of the book is to support decision makers and be able to communicate at different levels and in different moments of the research process.
For more information please click on:
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).
Hard Copy: EUR 150
Ordering - Three easy ways to place your order:
1] Order online at http://www.researchandmarkets.com/product/979401/market_research_handbook_5th_edition
2] Order by fax: Print an Order form from http://www.researchandmarkets.com/product/979401/market_research_handbook_5th_edition and Fax to +353 1 4100 980
3] Order by mail: Print an Order form from http://www.researchandmarkets.com/product/979401/market_research_handbook_5th_edition and post to Research and Markets Ltd. Guinness Center, Taylors Lane, Dublin 8. Ireland.
Research and Markets Ltd
|Company: Research and Markets|
|Address: - Dublin|
|Phone: +353 1 4100 980|