Market Intelligence
Published With: Market Research Society
In Market Intelligence Callingham (visiting professor, Birkbeck College, U. of London, UK) addresses the concerns that client organizations should address in commissioning and utilizing market research. In 11 chapters, he looks at such topics as the impact of market research on decision-making and the organization of the market.
One of the biggest problems facing organizations that commission market research is ensuring that they get the research they want and that the research is relevant to the organization. There are many different approaches that can be taken for any one piece of research and it is crucial for an organization 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 client-side perspective of market research and describes the pitfalls and problems when commissioning, briefing and using market research.
This book is truly international in scope and offers valuable insights that are relevant to all markets. It also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct.
Contents include:
- the importance of knowledge in the organization;
- decision making in an organization;
- the market research function;
- buyer-supplier relationships;
- the nature and scope of quantitative data;
- qualitative information and its relationship to quantitative information;
- designing research;
- managing the research process;
- managing the results;
- knowing the future.
Part of the new Market Research in Practice series and published in association with the Market Research Society, Market Research Intelligence is an invaluable guide for students, researchers, marketers and users of market research.
Inspection Copy Available
If you are a lecturer and would like to order an inspection copy please email Graeme Wallace with details of your course, start date and number of students.
REVIEWS :“A good resource.”
Quirk' Marketing Research Review
“An excellent source of sound advice and wisdom...will be
especially useful to students taking the IDM Diploma – who need to learn
about the effective management of research projects.”
Interactive Marketing
“A refreshing perspective, broadening the understanding of the
client viewpoint, and facilitating a more insightful, effective product
from the researcher.”
Professional Marketing
“A worthwhile read for anyone who works as an internal or external
purveyor of ad hoc market research.”
Journal of Marketing Research
“Addresses the practicalities of handling the market research from
within a company, focusing on the case when research is commissioned by
large commercial organizations.”
Journal of Economic Literature
Paperback, 231 Pages, Dimensions 234 x 142 MM Language English.
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
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.
He 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.