Market Intelligence: How and Why Organizations Use Market Research / Edition 1

Market Intelligence: How and Why Organizations Use Market Research / Edition 1

by Martin Callingham
     
 

ISBN-10: 0749442018

ISBN-13: 9780749442019

Pub. Date: 06/28/2004

Publisher: Kogan Page, Ltd.

* Part of the new Market Research in Practice series published in association with the Market Research Society [MRS]  See more details below

Overview

* Part of the new Market Research in Practice series published in association with the Market Research Society [MRS]

Product Details

ISBN-13:
9780749442019
Publisher:
Kogan Page, Ltd.
Publication date:
06/28/2004
Series:
Market Research in Practice Series
Edition description:
New Edition
Pages:
192
Product dimensions:
6.22(w) x 9.18(h) x 0.74(d)

Table of Contents

The editorial board
Introduction1
1Types of organization5
2Knowledge is the most important asset of a company22
3Decision making in an organization35
4The market research function within an organization49
5Buyer-supplier relationships59
6The nature and scope of quantitative data78
7Qualitative information and its relationship to quantitative information98
8Designing the research113
9Managing the research process from within the company136
10Managing the results148
11Knowing the future162
12Conclusion173
AppThe market research society code of conduct179
Glossary of market research terms205
References211
Index215

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