Market Research Best Practice is a compilation of the bestdiscussion papers, case studies and methodologies from the ESOMARpublishing and event programme over the last decade and more.Market research is adapting to an increasingly competitive,demanding and globalised business world and, as the world's leadingmarket research organisation, ESOMAR is providing the platform toshowcase latest advances and best practice.In the pursuit to define and illustrate 'new' market research, thisbook provides a unique source of ideas and practical examples ofwhat research has to offer business and how research can influencethe way results are tracked, insights are generated and ultimatelydecisions are made. Market Research Best Practice draws on recentsuccesses to explore how research is evolving to meet market needsand how good research practice fits into modern business.More than 50 authors have contributed their work to this collection- all papers were first presented at ESOMAR events and manycontributions have been past ESOMAR award winners. To find out moreabout the ESOMAR Membership, the worldwide code of practice and therange of events and publications, visit esomar.org.