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 its 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, its 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.
Book Details:
- Author: ESOMAR
- ISBN: 9780470517680
- Year Published: 2008
- Pages: 656
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
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 its 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, its 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.
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; face-to-face; Research World magazine all with back up of customer service team and PR. This will include pre-launch insert in Research World advance orders taken and a launch at Congress (or other event) with special introduction price Series of print ads in Research World from launch on, website home page banner for launch period. BREADTH OF COVERAGE: The book reflects the membership of ESOMAR by presenting a potent collection from inspirational industry authors from a truly international background with contributions from the US, Europe, S.E. Asia and Australia, with cases covering a vast range of industries and products with research based on names such as Phillips, ZenithOptimedia, CBS News, Mastercard, Millward Brown Group and DunnHumby.
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.) ESOMARs aims are: To promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making. To give their members a voice, a networking platform and provide products and services that meet their immediate and long-term needs. To respond to concerns raised by members with problem solving initiatives.