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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. Se�n Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development
- Sales Rank: #3238736 in Books
- Published on: 2007-10-22
- Original language: English
- Number of items: 1
- Dimensions: 9.98" h x 1.59" w x 6.83" l, 2.81 pounds
- Binding: Hardcover
- 656 pages
Review
"The new edition reflects the changing needs of researchers...[it] will definitely find a place on the corner of my desk..."� (Admap, January 2008)
From the Inside Flap
ESOMAR is the world organisation for enabling better research into markets, consumers and societies.
With 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.
To 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.
From the Back Cover
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. Se�n 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-N�rnberg 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
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great Source of Info
By Stephana
A great source of info, that can be used as a reference book by both research agencies, but mostly clients, which can keep abreast to latest developments in the field and join the research agencies in further exploring consumers and market.
I particularly liked the chapter on "Developing a Company Strategy", which gave me lots of food for thought!
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