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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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Informazioni sull?autore
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.
Estratto. © Ristampato con autorizzazione. Tutti i diritti riservati.
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
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreKogan Page
- Data di pubblicazione2004
- ISBN 10 0749442018
- ISBN 13 9780749442019
- RilegaturaCopertina flessibile
- LinguaInglese
- Numero edizione1
- Numero di pagine240
- Contatto del produttorenon disponibile
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Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice Series)
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ISBN 13: 9780749442019
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Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice)
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Market Intelligence
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Market Intelligence
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Kogan Page, Limited, 2004
ISBN 10: 0749442018
ISBN 13: 9780749442019
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Da: Better World Books Ltd, Dunfermline, Regno Unito
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Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice)
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Market Intelligence
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ISBN 13: 9780749442019
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