This book is a collection of 31 papers from some 70 contributors in total, that offers the most up-to-date best practice as presented by practitioners in the field of market research. The papers have been chosen from all of ESOMARs paper presenting events across 2005, where each paper represents the challenges faced by the industry and attempts to find solutions. The focus is on the holistic nature of market reaserch. The book will offer practical advice in dealing with the issues raised within each chapter.
Book Details:
- Author: Peter ESOMAR
- ISBN: 9780470065273
- Year Published: 2007
- Pages: 720
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
This book is a collection of 31 papers from some 70 contributors in total, that offers the most up-to-date best practice as presented by practitioners in the field of market research. The papers have been chosen from all of ESOMARs paper presenting events across 2005, where each paper represents the challenges faced by the industry and attempts to find solutions. The focus is on the holistic nature of market reaserch. The book will offer practical advice in dealing with the issues raised within each chapter.
Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. It always incorporates some form of data collection whether it be secondary research (often referred to as desk research) or primary research which is collected direct from a respondent. The purpose of any market research project is to achieve an increased understanding of the subject matter. With markets throughout the world becoming increasingly more competitive, market research is now on the agenda of many organisations, whether they be large or small.
SOCIETY PLATFORM: ESOMAR is the worlds most prestigious organization for enabling better research into markets, consumers and societies. It is an excellent source of ongoing content generation from the conference programmes and strategic industry initiatives. It attracts the top researchers, speakers and writers on the topic. Its brand occupies a position of authority and trust and is recognized for high quality standards worldwide SUPPORT: Highly receptive core audience 4,000 members and growing, more than 10,000 non-member contacts, plus access to like-minded target groups through our partners and other national associations (e.g. WFA, WARC, etc) Its members and non-members are active in more than 100 countries worldwide. The estimated total reach of ESOMARs community is 53 100 individuals in over 100 countries. The book will enjoy access to ESOMARs established channels of communication and sales website and face-to-face. BREADTH OF COVERAGE: Cases covering a vast range of industries and products with research based on household names such as Heineken, Phillips, and Unilever. QUALITY AUTHORS: The book reflects the membership of ESOMAR by presenting a potent collection from inspirational authors from a truly international background with contributions from the US, Europe, S.E. Asia and Australia.
About the Author
ESOMAR (www.esomar.org) The European Society for Market Research currently unites approx. 4000 members in over 100 countries, both users and providers of opinion and marketing research, who come from a wide range of industry sectors, including advertising, media, government, consumer, environmental, educational and social bodies. Membership is limited and entrance criteria are stringently policed, the net result being anexclusive club. Outside of their membership, ESOMARs database extends to some 12,000 market researchers globally. Its network covers 75 countries and consists of well respected and well connected researchers who act as ESOMARs ambassadors worldwide. ESOMARs website has 25,000 unique visitors per month. It host 15 conferences per year (average 100 delegates each), plus the Annual Congress (1,000 delegates) and programme of roadshows and speaking platforms ( 6 8 events per year.)