Market Research Handbook (PDF)

Contributors Foreword Editorial. Acknowledgement. PART ONE: MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES. 1 The Role and Changing Nature of Marketing Intelligence (DVL Smith). 2 What is Market Research? (Adam Phillips). 3 Data Collection: Key Stone and Cornerstones (John Kelly). 4 The Market Research Process (Hans-Willi Schroiff). PART TWO: UTILISATION TOWARDS VALUE CREATION. 5 Developing a Company Strategy (Gerard Loosschilder and Maarten Schellekens). 6 Research for Innovation: Defining Market Propositions (Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo). 7 Refining Market Propositions (Nigel Hollis and Dominic Twose). 8 Launch and Monitoring of In-Market Performance (Raimund Wildner). PART THREE: SPECIFIC RESEARCH APPLICATIONS. 9 Media Research (Andrew Green). 10 Institutional and Social Research (Dieter Korczak). 11 Business to Business Research (Neil McPhee). 12 Research in Specific Domains: Health Care; Automotives and Telecom (Dirk Huisman). 13 Youth Research (Joël-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee). 14 Researching Diverse Individuals and Societies (Anjul Sharma). 15 Opinion Polling (Kathleen A. Frankovic). 16 Employee Research (Andrew Buckley and Richard Goosey). 17 Mystery Shopping (Helen Turner). 18 Customer Satisfaction (Laurent Florés). PART FOUR: RECENT DEVELOPMENTS - A CLOSER LOOK. 19 The Changing Role of the Researcher (John Marinopoulos). 20 Main Developments and Trends (Ray Poynter). 21 Online Market Research (Pete Comley). 22 Data Mining and Data Fusion (Colin Shearer). 23 Ethnography and Observational Research (Hy Mariampolski). 24 Semiotics: What it is and What it Can Do for Market Research (Virginia Valentine). 25 Creative Approaches for the Fuzzy Front End (Lucile Rameckers and Stefanie Un). 26 Brain Science: In Search of the Emotional Unconscious (David Penn). PART FIVE: BACKGROUND BUILDING BLOCKS. Annex 1: The Research Brief (C. Frederic John). Annex 2: Statistics and Significance

Mario van Hamersveld studied economics and sociology at
Rotterdam University. He is Director of van Hamersveld MC
specialising in international marketing, management and research.
Prior to his present role, he was Marketing Development Manager of
the Consumer Electronics Division of Royal Philips in Amsterdam. He
served as management consultant in the strategy team and was
Manager Marketing Research and Support for the Consumer Electronics
Division. He has also held other marketing and research positions
with Philips at a corporate level over many years. He has been
engaged in a variety of international management, marketing
training and development activities and contributed to various
international publications. He served on the board of a number of
non-profit organizations and governmental bodies. He has been
active in ESOMAR as Council Member, 1990-1996, President,
1996-1998 and Acting Director General (2001-2003). He
is Editor-in-Chief of "ResearchWorld". In September
2005 he was awarded the ESOMAR Excellence Award for Standards of
Performance in Market, Opinion and Social Research, the "John
Downham Award".

Cees de Bont is trained in economic psychology. He
obtained an MSc from Tilburg University in 1987 and a PhD from the
Delft University of Technology in 1992. After fulfilling his
military obligations at the Royal Military Academy (KMA) and after
working as an assistant professor at Tilburg University for two
years, Cees joined Philips Design in 1995. At Philips Design, Cees
was the founder of the Human Behaviour Research Centre.

In 1997, Cees moved to one of the product divisions of Philips
(Domestic Appliances and Personal Care) to become responsible for
the discipline of market research and strategy. In 2002 Cees
de Bont was appointed Professor of Marketing at the Vrije
Universiteit in Amsterdam. This part-time academic responsibility
was combined with the professional work for Philips. In 2005 Cees
de Bont moved to

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