The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher.
Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia.
"The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike."
—Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development
Editorial Reviews
Review
"The new edition reflects the changing needs of researchers...[it] will definitely find a place on the corner of my desk..." (Admap, January 2008)
From the Inside Flap
ESOMAR is the world organisation for enabling better research into markets, consumers and societies.
With 4,400 members in 100 countries, ESOMAR's aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision making.
To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic conferences, publications and communications, as well as advocating self-regulation and the worldwide code of practice.
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