Market Research is the systematic, objective collection and analysis of data in order to increase understanding about a particular market, competition and/or environment. And with markets throughout the world becoming increasingly more competitive, market research is now rising up the agenda of organisations both large and small. Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and…mehr
Market Research is the systematic, objective collection and analysis of data in order to increase understanding about a particular market, competition and/or environment. And with markets throughout the world becoming increasingly more competitive, market research is now rising up the agenda of organisations both large and small.Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world's leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice.
In the pursuit to define and illustrate 'new' market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. Market Research Best Practice draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business.
More than 50 authors have contributed their work to this collection - all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners. To find out more about the ESOMAR Membership, the worldwide code of practice and the range of events and publications, visit www.esomar.org.
With 4,500 members in 100 countries, ESOMAR's aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making. To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic conferences, publications and communications as well as actively advocating self-regulation and the worldwide code of practice. All ESOMAR members, as well as their company contact details, are listed in the ESOMAR Directory of members. Members agree to abide by the ICC/ESOMAR International Code of Marketing and Social Research Practice, which has been jointly drafted by ESOMAR and the International Chamber of Commerce and is endorsed by the major national professional bodies around the world. ESOMAR was founded in 1948.
Inhaltsangabe
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: Agent-based Models for Marketing Research. PART FIVE: FACILITATING DIVERSITY. 20 Managing Global Brands to Meet Consumer Expectations. 21 Audience Measurement in the 'Dual Economies' of Poor Countries: A Case Study from Pakistan. 22 Jambo Africa: A Discussion on the Challenges and Diversity of Third World Research. PART SIX: BEST PRACTICE CASE STUDIES. 23 Retail Innovation Learnings from a Segmented Shop Formula: Sunka. 24 How to Make Good Dough: Revitalising your Product Portfolio by Understanding Consumer Needs. 25 Hide 'n' Seek: Driving Disruption in Skincare. 26 Jack in the Tiffin Box: Unconventional Paths to New Product Idea Development. 27 Becoming Cultural Architects: How to Drive the Influence of Research on Company Culture. 28 Show Me Your Home and I Will Tell You Who You Are, or Building Homes Based on Consumers' Values and Lifestyles. 29 Market Research, Accountability, Outcome-focus and Service Standards in the Australian Government Public Sector: How Market Research has Significantly Improved the Reformation of the Australian Government Public Sector. 30 Research for Innovation: Fitting the Design Process at Phillips Design. Index.
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: Agent-based Models for Marketing Research. PART FIVE: FACILITATING DIVERSITY. 20 Managing Global Brands to Meet Consumer Expectations. 21 Audience Measurement in the 'Dual Economies' of Poor Countries: A Case Study from Pakistan. 22 Jambo Africa: A Discussion on the Challenges and Diversity of Third World Research. PART SIX: BEST PRACTICE CASE STUDIES. 23 Retail Innovation Learnings from a Segmented Shop Formula: Sunka. 24 How to Make Good Dough: Revitalising your Product Portfolio by Understanding Consumer Needs. 25 Hide 'n' Seek: Driving Disruption in Skincare. 26 Jack in the Tiffin Box: Unconventional Paths to New Product Idea Development. 27 Becoming Cultural Architects: How to Drive the Influence of Research on Company Culture. 28 Show Me Your Home and I Will Tell You Who You Are, or Building Homes Based on Consumers' Values and Lifestyles. 29 Market Research, Accountability, Outcome-focus and Service Standards in the Australian Government Public Sector: How Market Research has Significantly Improved the Reformation of the Australian Government Public Sector. 30 Research for Innovation: Fitting the Design Process at Phillips Design. Index.
Rezensionen
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