Market Research Handbook, 5th Edition

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
Gerard Loosschilder and Maarten Schellekens

6 Research for Innovation: Defining Market Propositions 149
Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo

7 Refining Market Propositions 169
Nigel Hollis and Dominic Twose

8 Launch and Monitoring of In-Market Performance 199
Raimund Wildner

PART THREE SPECIFIC RESEARCH APPLICATIONS 217

9 Media Research 219
Andrew Green

10 Institutional and Social Research 239
Dieter Korczak

11 Business to Business Research 251
Neil McPhee

12 Research in Specific Domains: Health Care; Automotives and Telecom 267
Dirk Huisman

13 Youth Research 283
Joel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee

14 Researching Diverse Individuals and Societies 299
Anjul Sharma

15 Opinion Polling 311
Kathleen A. Frankovic

16 Employee Research 319
Andrew Buckley and Richard Goosey

17 Mystery Shopping 333
Helen Turner

18 Customer Satisfaction 347
Laurent Flores

PART FOUR RECENT DEVELOPMENTS – A CLOSER LOOK 365

19 The Changing Role of the Researcher 367
John Marinopoulos

20 Main Developments and Trends 381
Ray Poynter

21 Online Market Research 401
Pete Comley

22 Data Mining and Data Fusion 421
Colin Shearer

23 Ethnography and Observational Research 435
Hy Mariampolski

24 Semiotics: What it is and What it Can Do for Market Research 447
Virginia Valentine

25 Creative Approaches for the Fuzzy Front End 469
Lucile Rameckers and Stefanie Un

26 Brain Science: In Search of the Emotional Unconscious 481
David Penn

PART FIVE BACKGROUND BUILDING BLOCKS 499

Annex 1 The Research Brief 501
C. Frederic John

Annex 2 Statistics and Significance Testing 525
Paul Harris and Ken Baker

Annex 3 Demographic and Other Classifications 571
Mario van Hamersveld

Annex 4 Professional Ethics and Standards 585
Veronique Jeannin

Index 593