Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice Series)

Callingham, Martin

ISBN 10: 0749442018 / ISBN 13: 9780749442019

Editore: Kogan Page Business Books, 2004

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Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Codice articolo Z1-F-039-00337

Dati bibliografici

Titolo: Market Intelligence: How and Why ...

Casa editrice: Kogan Page Business Books

Data di pubblicazione: 2004

Legatura: Brossura

Condizione: Good

Descrizione articolo

Riassunto:

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.

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.