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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.
The 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. 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 were:
Suz Allen, Sven Arn, Reg Baker, Susan Bell, Pete Cape, Alison Dexter, Dirk Huisman, Nasir Khan, Kathryn Korostoff, Nikki Lavoie, Phyllis Macfarlane, Omar Mahmoud, Bernie Malinoff, Katie O’Connor, Stephen Paton, Annie Pettit, Pravin Shekar, Anouk Willems, Navin Williams and Tom Wilms
The editors are Ray Poynter and Sue York.
|02||The context for market rsearch||15|
|07||B2B (Business to Business)||55|
|09||Social media research||69|
|10||Analysing qualitative data||75|
|11||How to analyse quantitative data||81|
|12||Quantitative analysis techniques||89|
|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|
|19||Mobile market research||139|