Market Intelligence: How and Why Organisations Use Market Research (Market Research in Practice Series) - Softcover

CALLINGHAM, Martin

 
9780749442019: Market Intelligence: How and Why Organisations Use Market Research (Market Research in Practice Series)
Softcover
ISBN 10: 0749442018 ISBN 13: 9780749442019
Verlag: Kogan Page, 2004

Inhaltsangabe

One of the biggest problems facing organisations that commission market research is ensuring that they get the research they want and that the research is relevant to the organisation. There are many different approaches that can be taken for any one piece of research and it is crucial for an organisation to get this right. Failure to do so can lead to substantial pain in the debriefing meeting and quite possibly failure and wasted budgets. Market Intelligence examines the clientside perspective of market research and describes the pitfalls and problems when commissioning and briefing market research. Market Intelligence is fully international in scope and offers comparative examples and case studies from Europe and the US. The book also outlines Data Protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. This is an invaluable guide for students, market researchers and non-professional researchers.

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Über die Autorin bzw. den Autor

Martin Callingham was formerly Group Market Research Director at Whitbread, where he ran the market research, direct marketing and spatial analysis departments. He is a Fellow of the Market Research Society, was Chairman of the Association of Users of Research (AURA) and has been a Council Member of ESOMAR. In 2001 he won the David Winton Award at the MRS conference. Currently, he is a visiting professor at Birkbeck College, University of London.

Auszug. © Genehmigter Nachdruck. Alle Rechte vorbehalten.

1. Types of organization

2. Knowledge is the most important asset of a company

3. Decision making in an organization

4. The market research function within an organization

5. Buyer-supplier relationships

6. The nature and scope of quantitative data

7. Qualitative information and its relationship to quantitative information

8. Designing the research

9. Managing the research process from within the company

10. Managing the results

11. Knowing the future

12. Conclusion

Appendix: The Market Research

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Verlag
Kogan Page
Erscheinungsdatum
2004
Sprache
Englisch
ISBN 10 
0749442018
ISBN 13 
9780749442019
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
240
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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Softcover