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. Sean Meehan (Switzerland), Martin Hilti Professor of
Marketing and Change Management, IMD - International Institute for
Management Development
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