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Market Research Handbook, 5th Edition

ISBN: 978-0-470-51768-0
656 pages
October 2007
Market Research Handbook, 5th Edition (0470517689) cover image


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

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Table of Contents

Contributors ix

Foreword xxiii

Editorial xxv

Acknowledgement xxvii


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


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


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


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


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

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Author Information

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).

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"The new edition reflects the changing needs of researchers...[it] will definitely find a place on the corner of my desk..."  (Admap, January 2008)
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