Market Research Handbook (eBook, PDF)
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The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion 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…mehr
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The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion 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 including the UK, US, Europe, Australia and S.E.Asia. "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
Produktdetails
- Produktdetails
- Verlag: John Wiley & Sons
- Seitenzahl: 654
- Erscheinungstermin: 2. August 2008
- Englisch
- ISBN-13: 9780470517932
- Artikelnr.: 37294584
- Verlag: John Wiley & Sons
- Seitenzahl: 654
- Erscheinungstermin: 2. August 2008
- Englisch
- ISBN-13: 9780470517932
- Artikelnr.: 37294584
Mario van Hamersveld 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". 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).
Contributors ix Foreword xxiii Editorial xxv Acknowledgement xxvii PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1 1 The Role and Changing Nature of Marketing Intelligence 3 DVL Smith 2 What is Market Research? 37 Adam Phillips 3 Data Collection: Key Stone and Cornerstones 61 John Kelly 4 The Market Research Process 99 Hans-Willi Schroiff PART TWO UTILISATION TOWARDS VALUE CREATION 129 5 Developing a Company Strategy 131 Gerard Loosschilder and Maarten Schellekens 6 Research for Innovation: Defining Market Propositions 149 Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo 7 Refining Market Propositions 169 Nigel Hollis and Dominic Twose 8 Launch and Monitoring of In-Market Performance 199 Raimund Wildner PART THREE SPECIFIC RESEARCH APPLICATIONS 217 9 Media Research 219 Andrew Green 10 Institutional and Social Research 239 Dieter Korczak 11 Business to Business Research 251 Neil McPhee 12 Research in Specific Domains: Health Care; Automotives and Telecom 267 Dirk Huisman 13 Youth Research 283 Joel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee 14 Researching Diverse Individuals and Societies 299 Anjul Sharma 15 Opinion Polling 311 Kathleen A. Frankovic 16 Employee Research 319 Andrew Buckley and Richard Goosey 17 Mystery Shopping 333 Helen Turner 18 Customer Satisfaction 347 Laurent Flores PART FOUR RECENT DEVELOPMENTS - A CLOSER LOOK 365 19 The Changing Role of the Researcher 367 John Marinopoulos 20 Main Developments and Trends 381 Ray Poynter 21 Online Market Research 401 Pete Comley 22 Data Mining and Data Fusion 421 Colin Shearer 23 Ethnography and Observational Research 435 Hy Mariampolski 24 Semiotics: What it is and What it Can Do for Market Research 447 Virginia Valentine 25 Creative Approaches for the Fuzzy Front End 469 Lucile Rameckers and Stefanie Un 26 Brain Science: In Search of the Emotional Unconscious 481 David Penn PART FIVE BACKGROUND BUILDING BLOCKS 499 Annex 1 The Research Brief 501 C. Frederic John Annex 2 Statistics and Significance Testing 525 Paul Harris and Ken Baker Annex 3 Demographic and Other Classifications 571 Mario van Hamersveld Annex 4 Professional Ethics and Standards 585 Veronique Jeannin Index 593
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.
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.
Contributors ix Foreword xxiii Editorial xxv Acknowledgement xxvii PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1 1 The Role and Changing Nature of Marketing Intelligence 3 DVL Smith 2 What is Market Research? 37 Adam Phillips 3 Data Collection: Key Stone and Cornerstones 61 John Kelly 4 The Market Research Process 99 Hans-Willi Schroiff PART TWO UTILISATION TOWARDS VALUE CREATION 129 5 Developing a Company Strategy 131 Gerard Loosschilder and Maarten Schellekens 6 Research for Innovation: Defining Market Propositions 149 Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo 7 Refining Market Propositions 169 Nigel Hollis and Dominic Twose 8 Launch and Monitoring of In-Market Performance 199 Raimund Wildner PART THREE SPECIFIC RESEARCH APPLICATIONS 217 9 Media Research 219 Andrew Green 10 Institutional and Social Research 239 Dieter Korczak 11 Business to Business Research 251 Neil McPhee 12 Research in Specific Domains: Health Care; Automotives and Telecom 267 Dirk Huisman 13 Youth Research 283 Joel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee 14 Researching Diverse Individuals and Societies 299 Anjul Sharma 15 Opinion Polling 311 Kathleen A. Frankovic 16 Employee Research 319 Andrew Buckley and Richard Goosey 17 Mystery Shopping 333 Helen Turner 18 Customer Satisfaction 347 Laurent Flores PART FOUR RECENT DEVELOPMENTS - A CLOSER LOOK 365 19 The Changing Role of the Researcher 367 John Marinopoulos 20 Main Developments and Trends 381 Ray Poynter 21 Online Market Research 401 Pete Comley 22 Data Mining and Data Fusion 421 Colin Shearer 23 Ethnography and Observational Research 435 Hy Mariampolski 24 Semiotics: What it is and What it Can Do for Market Research 447 Virginia Valentine 25 Creative Approaches for the Fuzzy Front End 469 Lucile Rameckers and Stefanie Un 26 Brain Science: In Search of the Emotional Unconscious 481 David Penn PART FIVE BACKGROUND BUILDING BLOCKS 499 Annex 1 The Research Brief 501 C. Frederic John Annex 2 Statistics and Significance Testing 525 Paul Harris and Ken Baker Annex 3 Demographic and Other Classifications 571 Mario van Hamersveld Annex 4 Professional Ethics and Standards 585 Veronique Jeannin Index 593
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.
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.
"...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 & Marketing, Nr 11/2007
"The new edition reflects the changing needs of researchers..." ( Admap , January 2008)