1 It’s not your classic textbook
This book focusses on the questions that are part of the everyday practicalities of market research, the advice you don’t typically get from a textbook – the type of advice researchers would ideally have a mentor or more experienced colleague to ask – unfortunately not everyone has these support networks.
2 The contributors are practitioners
The content has been prepared by a team of experienced researchers, so the advice is relevant for researchers who are talking to clients, writing proposals, managing projects, developing questionnaires, analysing data, reporting results, etc.
3 A great resource for the generalist or research all-rounder
(Thanks to Sue Bell for emphasising this point.)
Many conferences and events, social media forums, and journals focus on specialist areas. This book, doesn’t cover everything, but aims to give a solid grounding on the basics, written and reviewed by experienced market and social research industry heavy weights who know what you need to know.
4 A balance between traditional and new techniques
The book covers the traditional areas – questionnaire design, qualitative, pricing research, B2B – as well as the emerging techniques, for example, communities and social media research.
5 A variety of views of expressed
In some areas of our profession there is not a consensus view – particularly in new and rapidly developing areas. This book highlights areas where consensus does not exist and presents the differing viewpoints.
6 The Client perspective is explored
Special attention is paid to one of the key relationships in market research, that of client and research provider, with an emphasis on the points of tension.
7 A Global Perspective
Unlike some textbooks, which focus on specific markets or regions, this book recognises many researchers are operating in international markets and also the issues and challenges faced by those working in markets with different levels of economic and technological development.
8 Ethics, Laws, Codes and Guidelines
As could be expected of book put together by ESOMAR, the book explains in simple and clear terms why we have these and how to fit them into everyday research.
9 Advice for both new researchers and more experienced researchers who are new to a topic
Thanks to Phyllis Macfarlane for emphasising this point.
10 It’s great value, at 20 Euros (including postage and packaging)
And, if you like it so much you want to bulk order for colleagues, clients, or students – better prices are available via ESOMAR!
So what do you think?
Declaration of interest, I am one of the Editors and Curators of the project (as was NewMR’s Ray Poynter) – Sue York