10 Answers to Contemporary Market Research Questions

Author(s): ESOMAR
Date of publication: November 2012
ISBN: 92 831 0262 2
Order Code: Answers to Contemporary
Number of pages: 160
 
Printed version
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10 Answers to Contemporary Market Research Questions provides new entrants to market research with a first point of reference in a fast changing industry. In market research, there are some key concepts, ideas, and pieces of knowledge that even the newest researcher (or a researcher new to a topic) should have at their fingertips.

Virtual Book Launch

May 22, 2013 (with sessions for Asia, Europe, and the Americas)

More information at NewMR.org

The 10 Answers to Contemporary Market Research Questions aims to present those key items as a set of questions and answers. While its not a manual of how to conduct research, it does provide nuggets of information that will enable new (and sometimes older) researchers to orientate themselves, and avoid walking into too many of the traps that the changing world of market research can create.

The Project Team
The book has been created through the voluntary and collaborative efforts of a team of people brought together by ESOMAR to generate this resource as part of the celebration of its 65th year. The project curators are Finn Raben, director general of ESOMAR, Sue York, chief curator of Newmr, and Ray Poynter, Director of Vision Critical University, Vision Critical.

The contributing authors are:
Suz Allen, Sven Arn, Reg Baker, Susan Bell, Pete Cape, Alison Dexter, Dirk Huisman, Nasir Khan, Kathryn Korostoff, Phyllis Macfarlane, Omar Mahmoud, Bernie Malinoff, Katie O’Connor, Stephen Paton, Annie Pettit, Pravin Shekar, Anouk Willems and Tom Wilms.

The editors are Ray Poynter and Sue York.


  Foreword 6
     
01 Introductions 11
02 The context for market rsearch 15
03 Quantitative research 23
04 Qualitative research 31
05 Writing questionnaires 39
06 Pricing research 47
07 B2B (Business to Business) 55
08 Communities 61
09 Social media research 69
10 Analysing qualitative data 75
11 How to analyse quantitative data 81
12 Quantitative analysis techniques 89
13 Communicating results 99
14 Current areas of sensitivity 107
15 Research ehics, guidelines and laws 113
16 Major applications of research 119
17 Emerging research methods 125
18 Questions from new researchers 133
     
  Glossary 138
  10 things contributors 152


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