Market Research Handbook 5e

This book is considered to be the authoritative international text on research methods and applications, and, previous editions have been used as the industry bible: an indispensable state-of-the art reference book for the researcher, at every level of experience, who wants to improve on his or her skills'. The 4th revised edition published in 1998 remains successful. However - given changing business dynamics, the impact of new technologies (especially the internet) and new ways of working and demands in the industry - the time has come to publish a completely overhauled edition of the handbook. This new edition has a completely new structure that follows the flow of the actual business environment. This is completely different to the current edition which is more of a how to list. This makes the 5th edition Handbook far more of a strategic in it's thinking and guidance. From. This will also increase the perception of MR as a strategic tool rather than a marketing tool only. The basic success of the Handbook is, of course, it's how to nature. This has not been lost in the new edition. The key difference is that the approach to both the layout, structure and actual advice in the new edition is looked at in a more strategic and business orientated way. The 5th edition has 2 editors as well as a group of advisors who are all senior people, industry leaders on both the market research provider and market research client side across a range of products and services from the UK, US, Europe, Australia and S.E.Asia. Main objective of the book is to support decision makers and be able to communicate at different levels and in different moments of the research process.