The Market Research and Insight Yearbook: Transforming Evidence Into Impact

1. Auflage 2016
ISBN: 978-0-7494-7833-9
Verlag: Kogan Page

Buch, Englisch, 208 Seiten, Format (B × H): 175 mm x 244 mm, Gewicht: 680 g

The Market Research & Insight Yearbook: Transforming Evidence into Impact brings together for the first time an exclusive selection of case studies featuring the highest calibre examples of market research. Authored by MRS Patrons, Award Winners and Finalists of the MRS Annual Market Research Awards and other recommended MRS parties, the book illustrates the absolute best in contemporary practice. There has never been a more exciting time to be a market researcher. New technologies and tools are being developed at lightning pace, and a broader-than-ever range of methodologies are within reach. With this growing armoury of tools available, companies large and small are using market research insights to truly change and positively influence their business results. Each company featured in The Market Research and Insight Yearbook is not only changing the way we think about market research, but telling a powerful story. By showcasing excellence, innovative methodology and then remarkable results, this book offer a unique insight in to leading market research in practice to demonstrate the power of curiosity and insight for change.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

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;

Über Autor(innen)

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.