The Market Research and Insight Yearbook: Transforming Evidence Into Impact

ISBN-13: 9780749478339 / Angielski / Twarda / 2016 / 208 str.

Kogan Page Ltd;The Market Research Society

Opis

It is an exciting time to be a market researcher: new technologies and tools are constantly being developed and a wide range of methodologies are now available. With all these resources to choose from, companies of all sizes are using market research insights to change and positively influence their marketing plan's return on investment. Each company featured in The Market Research and Insight Yearbook not only tells a story, but also challenges how to think about market research. By showcasing excellence, innovative methodology, and remarkable results, this book provides a unique insight into market research in practice.

Spis treści

• • Chapter - 00: Introduction;
  • Chapter - 00: MRS 70th Anniversary: Special report;
  • Chapter - 00: PricewaterhouseCoopers Special report: The business of evidence;
  • Chapter - 01: Tools for a digital world - John Gambles, Quadrangle;
  • Chapter - 02: Widening access to qualitative research participation: giving everyone their say - Maya Middlemiss, SAROS;
  • Chapter - 03: Using behavioural economics in healthcare research - Martin Carey and Jonathan Fletcher, Illuminas;
  • Chapter - 04: Insight management - Lucy Morris, Alexandra Wren and Mita Shaha, Spinach;
  • Chapter - 05: Understanding and accounting for cultural bias in global b2b Research - Conor Wilcock, B2B International;
  • Chapter - 06: The challenges of media research - Simon Shaw, Trinity McQueen and Royal Mail;
  • Chapter - 07: Blueprint research - Janice Guy, Jungle Green and Northern Rail;
  • Chapter - 08: Public policy research - Ben Page, Ipsos MORI;
  • Chapter - 09: Mapping attention in the digital era - Andy Goll, Sparkler and Microsoft;
  • Chapter - 10: Digital world and private lives - Dr Michelle Goddard and Debrah Harding, the Market Research Society;

O autorze

The Market Research Society is a credible and recognised voice within the market research industry and known for recognising innovation and excellence. With Kogan Page, leading independent professional and academic publisher to the Market Research sector, both organisations are ideally placed to support this exclusive selection of case studies for the leading lights in Market Research.