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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