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082 0 4 _a658.8/3
_222
049 _aMAIN
245 0 0 _aMarket research handbook.
250 _a5th ed. /
_bedited by Mario van Hamersveld, Cees de Bont.
260 _aChichester, West Sussex, England ;
_aHoboken, N.J. :
_bJohn Wiley & Sons,
_c�2007.
300 _a1 online resource (xxvi, 627 pages) :
_billustrations
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
340 _gpolychrome.
_2rdacc
_0http://rdaregistry.info/termList/RDAColourContent/1003
347 _atext file
_2rdaft
_0http://rdaregistry.info/termList/fileType/1002
490 1 _aESOMAR world research publication
504 _aIncludes bibliographical references and index.
505 0 _apt. I. Market research : the context, main roles and cornerstones. The role and changing nature of marketing intelligence / David Smith ; What is market research? / Adam Phillips ; Data collections : key stone and cornerstones / John Kelly ; The market research process / Hans-Willi Schroiff -- pt. II. Utilisation towards value creation. Developing a company strategy / Gerard Loosschilder and Maarten Schellekens ; Research for innovation : defining market propositions / Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo ; Refining market propositions Nigel Hollis and Dominic Twose ; Launch and monitoring of in-market performance / Raimund Wildner -- pt. III. Specific research applications. Media research / Andrew Green ; Institutional and social research / Dieter Korczak ; Business to business research / Neil McPhee ; Researching the automotive, healthcare and telecom sectors / Dirk Huisman ; Youth research / Jo�el-Yves Le Bigot, Catherine Lott-Vernet, Piyul Mukherjee ; Researching diverse individuals and societies / Anjul Sharma ; Opinion polling / Kathleen A. Frankovic ; Employee research / Andrew Buckley and Richard Goosey ; Mystery shopping / Helen Turner ; Customer satisfaction / Laurent Flor�es -- pt. IV. Recent developments : a closer look. The changing role of the researcher / John Marinopoulos ; Main developments and trends / Ray Poynter ; Online market research / Pete Comley ; Data mining and data fusion / Colin Shearer ; Ethnography and observational research / Hy Mariampolski ; Semiotics : what it is and what it can do for market research / Virginia Valentine ; Creative approaches for the fuzzy front end / Lucile Rameckers and Stefanie Un ; Brain science in search of the emotional unconscious / David Penn -- pt. V. Background building blocks. Annex 1. The research brief / C. Frederic John ; Annex 2. Statistics and significance testing / Paul Harris and Ken Baker ; Annex 3. Demographic and other classifications / Maria van Hamersveld ; Annex 4. Professional ethics and standards / V�eronique Jeannin.
588 0 _aPrint version record.
520 _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 leaders an.
546 _aEnglish.
590 _aJohn Wiley and Sons
_bWiley Online Library: Complete oBooks
650 0 _aMarketing research.
650 6 _aMarketing
_xRecherche.
650 7 _aBUSINESS & ECONOMICS
_xMarketing
_xResearch.
_2bisacsh
650 7 _aMarketing research
_2fast
650 1 7 _aMarktonderzoek.
_2gtt
700 1 _aHamersveld, Mario van.
700 1 _aBont, Cees de,
_d1964-
_1https://id.oclc.org/worldcat/entity/E39PCjKXpyXWk7PCkvbTbQTgyq
730 0 _aESOMAR handbook of market and opinion research.
776 0 8 _iPrint version:
_tMarket research handbook.
_b5th ed.
_dChichester, West Sussex, England ; Hoboken, N.J. : John Wiley & Sons, �2007
_w(DLC) 2007020425
830 0 _aESOMAR world research publication.
856 4 0 _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119208044
936 _aBATCHLOAD
938 _a123Library
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938 _aBaker and Taylor
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938 _aEBL - Ebook Library
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