Details

Autor(en) / Beteiligte

• Mouncey, Peter
• Wimmer, Frank

Titel

Market research best practice : 30 visions for the future : a compilation of discussion papers, case studies and methodologies from ESOMAR

Beschreibungen/Notizen

• Description based upon print version of record.
• Includes bibliographical references and index.
• Market Research Best Practice; Contents; Contributors; Foreword; Preface; Acknowledgement; Part One: Facilitating Decision-Marking; 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 Consumer at the Heart of the 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 Fail7. 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
• 12. How to Ensure One Worldwide Heineken Brand DashboardPart 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; 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 Mix18. 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: Sunka24. How to Make Good Dough: Revitalizing 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 Go
• 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 busi
• English