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

CALLINGHAM, Martin

Softcover

ISBN 10: 0749442018 ISBN 13: 9780749442019

Publisher: Kogan Page, 2004

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.<b> Market Intelligence</b> 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.

About this title

About the Author

<p><b>Martin Callingham</b>, 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.<br><br><b>Martin Callingham </b>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.</p>

Excerpt. © Reprinted by permission. All rights reserved.

<p>1. Types of organization<br><br> 2. Knowledge is the most important asset of a company<br><br> 3. Decision making in an organization<br><br> 4. The market research function within an organization<br><br> 5. Buyer-supplier relationships<br><br> 6. The nature and scope of quantitative data<br><br> 7. Qualitative information and its relationship to quantitative information<br><br> 8. Designing the research<br><br> 9. Managing the research process from within the company<br><br> 10. Managing the results<br><br> 11. Knowing the future<br><br> 12. Conclusion<br><br> Appendix: The Market Research</p>

Edition details

• Publisher: Kogan Page
• Publication date: 2004
• Language: English
• ISBN 10: 0749442018
• ISBN 13: 9780749442019
• Binding: Paperback
• Edition number: 1
• Number of pages: 240