The overriding objective of ISO/TC 225 is to maintain, and keep up to date, a single, comprehensive quality standard that sets out guidance and requirements directly relating to the way in which market, opinion and social research (MOSR) projects are planned, carried out, supervised and reported to the clients commissioning such projects. These standards cover all stages of a research project from initial contact between client and service provider, to the presentation of results to the client.This is a preview, for the full text please check it out the ESOMAR's Publication Store.
The customer insight industry is a big success story, but internal insight teams are often on the critical radar. Against this backdrop, Esomar looked at the best way to demonstrate the value of investing in customer insight, reviewing relevant literature and conducting 20+ in-depth interviews with industry leaders from major organisations including ANZ, Diageo, eBay, Ferring Pharmaceuticals, Heineken, Inter Ikea systems, Merck & Co, Microsoft, Nissan, Pepsi, Philip Morris Int., Turner Broadcasting, Unilever.
The rapid explosion of technology has led to a new age where the checks and balances of ethical data collection and self-regulation that grew organically over the past 70 years are now often 'overlooked' in favor of speed and cost-efficiency -all these with detrimental effects. As part of ESOMAR's continued commitment to better understand how data is being used within and outside of organizations, how it is being controlled, and who 'owns' that data, we partnered with Kadence International to conduct a study amongst executives working in marketing, advertising, market research, and IT in North America, Europe and Asia. The results showed that although business leaders around the world put a high commercial value on consumer data, they pay far less emphasis on ensuring its security.
ESOMAR felt that the time was right to produce a new guide to market research. The book was conceived not as a definitive encyclopaedia of research, but rather as a series of provocative questions that researchers could and should ask themselves when working in any of the areas covered by the different chapters. In order to provide as broad a range of input as possible, more than 20 authors from 9 different countries and a range of companies contributed their time, effort and knowledge to this venture. The book has been divided into eighteen chapters dealing with a wide range of subjects; this list is not intended to be exhaustive, but rather topical and timely. It is our hope that this book becomes a sort of wiki, which can be revisited and updated in the future as the requirements of our industry evolve.
For some, evolution, or change, represents a wonderful opportunity; for many others, it poses a grave challenge to the accepted norm; but for all of us, such change is now an undeniable and omnipresent element of daily life. As developments in technology, travel, media and communication enable us to bring the world closer together, faster, more regularly and more frequently, change ironically becomes the constant, common denominator of life that we need to celebrate more.
In September 1997 ESOMAR celebrates both its 50th Congress and the start of its 50th anniversary year. This would seem the appropriate time to review the changes that have taken place in the world of marketing research, and the way in which ESOMAR has evolved since it was founded in 1948. At the same time it is also an occasion to look forward to the changes taking place in our profession which will influence the development of the business over the coming years.
The Dutch Information and Public Relations Centre Your Opinion Counts took the initiative in 1992 to develop a training and examination programme for interviewers in The Netherlands. The training consists of a theoretical and a practical part. The NVvM (Dutch Association of Market Researchers) fitted the examination into its existing series of marketing research examinations and in the beginning of 1994 we were all set to start. That same year more than 500 candidates passed the examination and received the official Market Research Interviewer Certificate. ESOMAR followed and encouraged these Dutch activities from the very beginning. During the Annual Congress in Davos in 1994, the ESOMAR Council decided that the Dutch training and examination scheme should be made available to other member-countries. The book before you is the result of that decision. Part I is a translation of Ed van Eunen's Dutch book. Part II is a translation of documents used for the NVvM Market Research Interviewer Examination. All the parties concerned sincerely hope that this book will be of benefit to you if and when you decide to introduce this training and examination for interviewers in your own country. It goes without saying that all the Dutch examples, regulations and case histories quoted in this book will have to be adapted to your local situation.
This booklet is intended to give a brief outline of what market research is all about and what its principal methods and techniques are. It has been prepared by ESOMAR mainly to help potential users who would like to know more about this specialized and fascinating branch of marketing. Itis therefore likely to be of particular interest to those working in the fields of local government, small and medium-sized manufacturing companies, and service organisations ranging from the financial sector to the health sector, who are new to this subject and wish to be initiated. It is also invaluable to other non-specialists such as Marketing Managers, Sales Managers and Accountants, as well as to businessmen in the developing countries, and to students of business and marketing.