Market Research Best Practice

Contributors.
Foreword.
Preface.
Acknowledgements.

PART ONE: FACILITATING DECISION-MAKING.
1 Creating Maximum Value for the Client: Developing a New Strategic Role for Market Researchers.
2 The Heart Transplant: Making a Difference to Organizations by Putting the Consumers at the Heart of your Business.
3 The Holistic Approach: Emphasizing the Importance of the Whole and the Interdependence of its Parts.
4 Integrating Decision-Making and Marketing Intelligence: The Roadmap to the Boardroom.
5 Market Research: A New Generation on the Go.
6. The Operation was Successful but the Patient Died: Why Research on Innovation is Successful yet Innovations Fail.
7 When Good Researchers go Bad: Cautionary Tales from the Front Lines.

PART TWO: KNOWLEDGE MANAGEMENT.
8 Striking Gold in the Qualitative Mine: A New Approach to Build Vision and Generate Insight to Impact Business.
9 Improving Honeywell's Market Research: Combining Online Surveys, Traditional Interviewing Techniques and Web-based Reporting.
10 Creating Competitive Intellectual Capital: The Henkel Case.
11 Getting Research Noticed at the Corporate Top Table Dimopoulos, Jonathan Rabson and Daryl Maloney McCall).
12 How to Ensure One Worldwide Heineken Brand Dashboard.

PART THREE: NEW METHODOLOGIES.
13 Possibilities for Ethnographic Research: How to Raise the Validity of Findings and to Facilitate a Better and Deeper Understanding of your Products and Customers. Kaltenbach
14 Video Ergo Agnosco: From Observation to Insight.
15 Build Strong Brands and Develop Communications: An Argument for Using Consumer Need States over Values.
16 Cross Media Measurement: The New Medium Necessitates a New Approach to Marketing Mix Measurement.

PART FOUR: MODELLING.
17 A New Generation of Brand Controlling: Evaluating the Effectiveness and Efficiency of the Complete Marketing Mix.
18 The Impact of Consumers' Commitment to Existing Brands on New Product Launch Strategies.
19 Predicting the Unpredictable:

The European Society for Market Research currently unites approx. 4000 members in over 100 countries, both users and providers of opinion and marketing research, who come from a wide range of industry sectors, including advertising, media, government, consumer, environmental, educational and social bodies. Membership is limited and entrance criteria are stringently policed, the net result being an'exclusive club'. Outside of their membership, ESOMAR's database extends to some 12,000 market researchers globally. Its network covers 75 countries and consists of well respected and well connected researchers who act as ESOMAR's ambassadors worldwide. ESOMAR's website has 25,000 unique visitors per month. It host 15 conferences per year (average 100 delegates each), plus the Annual Congress (1,000 delegates) and programme of roadshows and speaking platforms ( 6 - 8 events per year.)

"...a collection of stimulating and thought provoking insight...Written by experts for experts" ( Professional Marketing , October 2007)