Market Research Handbook 5e

<p>Contributors ix</p>
<p>Foreword xxiii</p>
<p>Editorial xxv</p>
<p>Acknowledgement xxvii</p>
<p>PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1</p>
<p>1 The Role and Changing Nature of Marketing Intelligence 3<br />DVL Smith</p>
<p>2 What is Market Research? 37<br />Adam Phillips</p>
<p>3 Data Collection: Key Stone and Cornerstones 61<br />John Kelly</p>
<p>4 The Market Research Process 99<br />Hans–Willi Schroiff</p>
<p>PART TWO UTILISATION TOWARDS VALUE CREATION 129</p>
<p>5 Developing a Company Strategy 131<br />Gerard Loosschilder and Maarten Schellekens</p>
<p>6 Research for Innovation: Defining Market Propositions 149<br />Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo</p>
<p>7 Refining Market Propositions 169<br />Nigel Hollis and Dominic Twose</p>
<p>8 Launch and Monitoring of In–Market Performance 199<br />Raimund Wildner</p>
<p>PART THREE SPECIFIC RESEARCH APPLICATIONS 217</p>
<p>9 Media Research 219<br />Andrew Green</p>
<p>10 Institutional and Social Research 239<br />Dieter Korczak</p>
<p>11 Business to Business Research 251<br />Neil McPhee</p>
<p>12 Research in Specific Domains: Health Care; Automotives and Telecom 267<br />Dirk Huisman</p>
<p>13 Youth Research 283<br />Joel–Yves Le Bigot, Catherine Lott–Vernet and Piyul Mukherjee</p>
<p>14 Researching Diverse Individuals and Societies 299<br />Anjul Sharma</p>
<p>15 Opinion Polling 311<br />Kathleen A. Frankovic</p>
<p>16 Employee Research 319<br />Andrew Buckley and Richard Goosey</p>
<p>17 Mystery Shopping 333<br />Helen Turner</p>
<p>18 Customer Satisfaction 347<br />Laurent Flores</p>
<p>PART FOUR RECENT DEVELOPMENTS A CLOSER LOOK 365</p>
<p>19 The Changing Role of the Researcher 367<br />John Marinopoulos</p>
<p>20 Main Developments and Trends 381<br />Ray Poynter</p>
<p>21 Online Market Research 401<br />Pete Comley</p>
<p>22 Data Mining and Data Fusion 421<br />Colin Shearer</p>
<p>23 Ethnography and Observational Research 435<br />Hy Mariampolski</p>
<p>24 Semiotics: What it is and What it Can Do for Market Research 447<br />Virginia Valentine</p>
<p>25 Creative Approaches for the Fuzzy Front End 469<br />Lucile Rameckers and Stefanie Un</p>
<p>26 Brain Science: In Search of the Emotional Unconscious 481<br />David Penn</p>
<p>PART FIVE BACKGROUND BUILDING BLOCKS 499</p>
<p>Annex 1 The Research Brief 501<br />C. Frederic John</p>
<p>Annex 2 Statistics and Significance Testing 525<br />Paul Harris and Ken Baker</p>
<p>Annex 3 Demographic and Other Classifications 571<br />Mario van Hamersveld</p>
<p>Annex 4 Professional Ethics and Standards 585<br />Veronique Jeannin</p>
<p>Index 593</p>