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Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice) - Softcover
Synopsis
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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About the Author
Martin Callingham, was formerly Group Market Research Director at Whitbread where he ran the Market Research Department for 20 years. He was a non-executive director of a German restaurant chain for over 10 years.
Martin Callingham is a Fellow of the MRS and was Chairman of the Association of Users of Research (AURA). In 2001 he won the David Winter Award at The MRS Conference.
Excerpt. © Reprinted by permission. All rights reserved.
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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Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice Series)
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Kogan Page Business Books, 2004
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ISBN 13: 9780749442019
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