Market Research Handbook

Mario van Hamersveld studied economics and sociology at Rotterdam University. He is Director of van Hamersveld MC specialising in international marketing, management and research. Prior to his present role, he was Marketing Development Manager of the Consumer Electronics Division of Royal Philips in Amsterdam. He served as management consultant in the strategy team and was Manager Marketing Research and Support for the Consumer Electronics Division. He has also held other marketing and research positions with Philips at a corporate level over many years. He has been engaged in a variety of international management, marketing training and development activities and contributed to various international publications. He served on the board of a number of non-profit organizations and governmental bodies. He has been active in ESOMAR as Council Member, 1990–1996, President, 1996–1998 and Acting Director General (2001–2003). He is Editor-in-Chief of “ResearchWorld”. In September 2005 he was awarded the ESOMAR Excellence Award for Standards of Performance in Market, Opinion and Social Research, the “John Downham Award”. Cees de Bont is trained in economic psychology. He obtained an MSc from Tilburg University in 1987 and a PhD from the Delft University of Technology in 1992. After fulfilling his military obligations at the Royal Military Academy (KMA) and after working as an assistant professor at Tilburg University for two years, Cees joined Philips Design in 1995. At Philips Design, Cees was the founder of the Human Behaviour Research Centre.In 1997, Cees moved to one of the product divisions of Philips (Domestic Appliances and Personal Care) to become responsible for the discipline of market research and strategy.  In 2002 Cees de Bont was appointed Professor of Marketing at the Vrije Universiteit in Amsterdam. This part-time academic responsibility was combined with the professional work for Philips. In 2005 Cees de Bont moved to Delft to become the dean of the faculty of Industrial Design Engineering at the Delft University of Technology. This faculty is one of the leading academic design schools worldwide. In his role as Dean, Cees de Bont is integrally responsible for the faculty (340 employees).

• Contributors ixForeword xxiiiEditorial xxvAcknowledgement xxviiPART ONE MARKET RESEARCH: THE CONTEXT, MAIN ROLES AND CORNERSTONES 11 The Role and Changing Nature of Marketing Intelligence 3DVL Smith2 What is Market Research? 37Adam Phillips3 Data Collection: Key Stone and Cornerstones 61John Kelly4 The Market Research Process 99Hans-Willi SchroiffPART TWO UTILISATION TOWARDS VALUE CREATION 1295 Developing a Company Strategy 131Gerard Loosschilder and Maarten Schellekens6 Research for Innovation: Defining Market Propositions 149Elisabetta Osta, Phillip Cartwright, Jaideep Prabhu and Marco Bevolo7 Refining Market Propositions 169Nigel Hollis and Dominic Twose8 Launch and Monitoring of In-Market Performance 199Raimund WildnerPART THREE SPECIFIC RESEARCH APPLICATIONS 2179 Media Research 219Andrew Green10 Institutional and Social Research 239Dieter Korczak11 Business to Business Research 251Neil McPhee12 Research in Specific Domains: Health Care; Automotives and Telecom 267Dirk Huisman13 Youth Research 283Joel-Yves Le Bigot, Catherine Lott-Vernet and Piyul Mukherjee14 Researching Diverse Individuals and Societies 299Anjul Sharma15 Opinion Polling 311Kathleen A. Frankovic16 Employee Research 319Andrew Buckley and Richard Goosey17 Mystery Shopping 333Helen Turner18 Customer Satisfaction 347Laurent FloresPART FOUR RECENT DEVELOPMENTS – A CLOSER LOOK 36519 The Changing Role of the Researcher 367John Marinopoulos20 Main Developments and Trends 381Ray Poynter21 Online Market Research 401Pete Comley22 Data Mining and Data Fusion 421Colin Shearer23 Ethnography and Observational Research 435Hy Mariampolski24 Semiotics: What it is and What it Can Do for Market Research 447Virginia Valentine25 Creative Approaches for the Fuzzy Front End 469Lucile Rameckers and Stefanie Un26 Brain Science: In Search of the Emotional Unconscious 481David PennPART FIVE BACKGROUND BUILDING BLOCKS 499Annex 1 The Research Brief 501C. Frederic JohnAnnex 2 Statistics and Significance Testing 525Paul Harris and Ken BakerAnnex 3 Demographic and Other Classifications 571Mario van HamersveldAnnex 4 Professional Ethics and Standards 585Veronique JeanninIndex 593

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