Abstract:

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.