The Effective Use of Market Research
Published With: Market Research Society
The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyses the type of business decisions that may be taken as a result.
This new edition explains:
- how to develop representative samples;
- data protection legislation;
- the professional ethics incorporated in the MRS Code of Conduct.
More and more companies today are using market research techniques, not just to find new markets, products and customers, but also to improve management and marketing decision making and to monitor customer service.
Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyzes the type of business decisions that may be taken as a result. An organization that knows its customers and monitors its activity well, and also has a good understanding of the key research techniques it needs, is likely to develop more competitive sales, marketing and communications strategies.
Fully international in scope Effective Use of Market Research offers comparative examples and case studies.
REVIEWS :“A comprehensive and readable handbook.”
Quirk Magazine
“Appears in its updated fourth edition to put market research into
a practical world of results.”
The Bookwatch
“An easy read, with ‘handy hints’ sections and examples of good
(and bad) practice.”
Professional Marketing
“Clarifies the essential techniques of market research that
management needs to know.”
Journal of Economic Literature
"The Market Research in Practice series are excellent
publications. They offer students the opportunity to study core topics
separately and in depth."
Graham Webb, Senior Programmes Manager, Marketing, Sales & Retail, Park
Lane College, UK
Paperback, 256 Pages, Dimensions 234 x 153 MM Language English.
1 Key to making good decisions
2 Getting the information you really need
3 The best research techniques anyone can use
4 What to measure and how to measure it
5 You have the information – now use it
6 Making sure that the customers are happy
7 Tracking trends and changing decisions
8 Getting the most out of business relationships with research companies
9 Using research to grow your business
Appendix: The Market Research Society Code of Conduct
Robin Birn has been a marketing and market research practitioner for over 25 years. In 1985, Robin set up Strategy, Research and Action Ltd, which is now the largest international marketing research company for the map, atlas and travel-guide sector, and the book industry.
He is a Fellow of the Market Research Society and is the author of The Effective Use of Market Research and The International Handbook of Market Research Techniques (both published by Kogan Page), Using Research to Grow Your Business and Marketing for Publishers.