The Effective Use of Market Research: How to Drive and Focus Better Business Decisions


* Part of the new Market Research in Practice series, published in association with the Market Research Society

Read More Show Less
... See more details below
Paperback (4th ed.)
$33.50 price
(Save 10%)$37.50 List Price
Other sellers (Paperback)
  • All (12) from $1.99   
  • New (5) from $22.45   
  • Used (7) from $1.99   
Sending request ...


* Part of the new Market Research in Practice series, published in association with the Market Research Society

Read More Show Less

Editorial Reviews

From the Publisher
"The Effective Use of Market Research: How to Drive and Focus Better Business Decisions appears in its updated fourth edition to put market research into a practical woeld of results. Case studies put theory to work, from using information in a structured research or business setting to assessing research criteria and getting the most from the information segmeents which are critical."—The Bookwatch
Read More Show Less

Product Details

  • ISBN-13: 9780749442002
  • Publisher: Kogan Page, Ltd.
  • Publication date: 6/28/2004
  • Series: Market Research in Practice Series
  • Edition description: 4th ed.
  • Edition number: 4
  • Pages: 192
  • Product dimensions: 6.20 (w) x 9.20 (h) x 0.74 (d)

Meet the Author

Birn is managing director of Strategy, Research and Action Ltd. He is a practical researcher who specialized in providing research for marketing and sales planning.

Read More Show Less

Table of Contents

The editorial board
1 Key to making good decisions 1
2 Getting the information you really need 16
3 The best research techniques anyone can use 59
4 What to measure and how to measure it 97
5 You have the information - now use it 115
6 Making sure that the customers are happy 128
7 Tracking trends and changing decisions 139
8 Getting the most out of business relationships with research companies 158
9 Using research to grow your business 181
App The Market Research Society code of conduct 194
Glossary of market research terms 217
Index 222
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)