LEADER 03882nam 2200601 a 450 001 9910146105103321 005 20230721005445.0 010 $a1-119-20804-1 010 $a1-282-34824-8 010 $a9786612348242 010 $a0-470-51793-X 035 $a(CKB)1000000000724363 035 $a(EBL)470761 035 $a(OCoLC)536159800 035 $a(SSID)ssj0000348669 035 $a(PQKBManifestationID)11251173 035 $a(PQKBTitleCode)TC0000348669 035 $a(PQKBWorkID)10345914 035 $a(PQKB)11258691 035 $a(MiAaPQ)EBC470761 035 $a(Au-PeEL)EBL470761 035 $a(CaPaEBR)ebr10297715 035 $a(CaONFJC)MIL234824 035 $a(EXLCZ)991000000000724363 100 $a20070515d2007 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aMarket research handbook$b[electronic resource] 205 $a5th ed. /$bedited by Mario van Hamersveld, Cees de Bont. 210 $aChichester, West Sussex, England ;$aHoboken, N.J.. $cJohn Wiley & Sons$dc2007 215 $a1 online resource (657 p.) 300 $aRev. ed. of: The ESOMAR handbook of market and opinion research / edited by Colin McDonald, Phyllis Vangelder. 4th ed. c1998. 311 $a0-470-51768-9 320 $aIncludes bibliographical references and index. 327 $aMarket Research Handbook; Contents; Contributors; Foreword; Editorial; Acknowledgement; PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES; 1 The Role and Changing Nature of Marketing Intelligence; 2 What is Market Research?; 3 Data Collection: Key Stone and Cornerstones; 4 The Market Research Process; PART TWO UTILISATION TOWARDS VALUE CREATION; 5 Developing a Company Strategy; 6 Research for Innovation: Defining Market Propositions; 7 Refining Market Propositions; 8 Launch and Monitoring of In-Market Performance; PART THREE SPECIFIC RESEARCH APPLICATIONS; 9 Media Research 327 $a10 Institutional and Social Research11 Business to Business Research; 12 Research in Specific Domains: Health Care; Automotives and Telecom; 13 Youth Research; 14 Researching Diverse Individuals and Societies; 15 Opinion Polling; 16 Employee Research; 17 Mystery Shopping; 18 Customer Satisfaction; PART FOUR RECENT DEVELOPMENTS - A CLOSER LOOK; 19 The Changing Role of the Researcher; 20 Main Developments and Trends; 21 Online Market Research; 22 Data Mining and Data Fusion; 23 Ethnography and Observational Research; 24 Semiotics: What it is and What it Can Do for Market Research 327 $a25 Creative Approaches for the Fuzzy Front End26 Brain Science: In Search of the Emotional Unconscious; PART FIVE BACKGROUND BUILDING BLOCKS; Annex 1 The Research Brief; Annex 2 Statistics and Significance Testing; Annex 3 Demographic and Other Classifications; Annex 4 Professional Ethics and Standards; Index 330 $aThe 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 l 606 $aMarketing research 615 0$aMarketing research. 676 $a658.8/3 701 $aHamersveld$b Mario van$0982901 701 $aBont$b Cees de$f1964-$0982902 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910146105103321 996 $aMarket research handbook$92243225 997 $aUNINA