Market Research Handbook [Hardcover]

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

Contributors ix

Foreword xxiii

Editorial xxv

Acknowledgement xxvii

PART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 1

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

PART TWO UTILISATION TOWARDS VALUE CREATION 129

5 Developing a Company Strategy 131
GeralS,