Reviews
Review extracted from Admap magazine – January 2008 issue The new basics? I first looked at this book in some dismay – where were all the basics; the chapters on sampling and questionnaires design? Surely the role of a handbook is to instruct the novice or as a quick reference for the more practiced researcher. The Fourth Edition sits on the corner of my desk to be dipped into for advice or reassurance on a host of issues. Was my crutch being removed?
The Fifth Edition deliberately does not concentrate on the rudimentaries of the research process, because, as the editors say, there are many other sources of basic instruction available. It aims to move the state of knowledge on, and concentrates on utilising research results and creating value from them; looking at research from the user’s rather than the research agency’s point of view.
The basics are not entirely ignored: Adam Phillips and DVL Smith define who we are and what we do; John Kelly takes us through the different types of data collection and their issues; complemented by more of the basics in the annexes.
But the innovations are in the section on Value creation, where different types of research activities are examined, from strategy and proposition development to product launch; in the section on specific applications where the use of research in ten different sectors is described, with Andrew Green giving us a comprehensive review of Media Research around the world; and particularly in the eight chapters on recent developments, pointing the way towards the future, from Web 2.0 to brain science.
The new edition reflects the changing needs of researchers as their role changes from being data providers to being an integral part of the decision making process.
In many ways this book represents the new basic that researchers who want to make a real contribution to that process need to know. This book will definitely find a place on the corner of my desk, where it will sit alongside, not replace, the previous edition.
Ian Brace -------------------------------------------------------------------------------------------------------
Testimonials
“I enjoyed reading the 5th edition of the Market Research Handbook. As an academic teaching MBA students it gave me invaluable examples and insights to help my students appreciate the difference between academic textbook approaches and how this translates to the \\\\\\\'real\\\\\\\' world."
Dr Meredith Lawley (Australia) Associate Professor (Marketing), Faculty of Business,
University of the Sunshine Coast "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike."
Prof. Seán Meehan (Switzerland) Martin Hilti Professor of Marketing and Change Management, IMD - International Institute for Management Development
“With the advances in online research, the challenge of falling response rates and the increasing demand on research to impact business performance this is a much needed Handbook. It has a powerful futuristic outlook without compromising on the foundations of professional and technical integrity."
KN Tang (China Hong Kong ) Chairman Emeritus, Asia Pacific, Nielsen
“This new Handbook demonstrates the core skills and know how inherent in modern market research techniques and methodologies, whilst also clearly showing the way for applying research in today’s business environment.”
Nelsom Marangoni (Brazil) Chief executive, IBOPE Solution
