FREE UK and US shipping | Get the ebook free with your print copy when you select the "bundle" option | T&Cs apply

Market Intelligence

Martin Callingham

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.

Publishing partner

EAN: 9780749442019

Edition: 1

Published: 26 Mar 2004

Format: 234 x 156

232 pages

FREE UK and US delivery

Bulk buying for your team?
Contact us for exclusive discounts!

About the book

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.

About the authors

Martin Callingham was formerly Group Market Research Director at Whitbread, where he ran the market research, direct marketing and spatial analysis departments. He is a Fellow of the Market Research Society, was Chairman of the Association of Users of Research (AURA) and has been a Council Member of ESOMAR. In 2001 he won the David Winton Award at the MRS conference. Currently, he is a visiting professor at Birkbeck College, University of London.

Martin Callingham

- Chapter - 00: Introduction;
- Chapter - 01: Types of organization;
- Chapter - 02: Knowledge is the most important asset of a company;
- Chapter - 03: Decision making in an organization;
- Chapter - 04: The market research function within an organization;
- Chapter - 05: Buyer-supplier relationships;
- Chapter - 06: The nature and scope of quantitative data;
- Chapter - 07: Qualitative information and its relationship to quantitative information;
- Chapter - 08: Designing the research;
- Chapter - 09: Managing the research process from within the company;
- Chapter - 10: Managing the results;
- Chapter - 11: Knowing the future;
- Chapter - 12: Conclusion

This book will be valuable for everyone in research, whether buyers or sellers An unusual, thoughtful and constructive overview of the market and social research world, primarily from the client point of view.
Research

Quantity

Bulk buying for your team?
Contact us for exclusive discounts!

FREE UK and US delivery
Shipping and handling
Cancellations and returns policy

FREE UK and US delivery (more info)
Kogan Page GPSR

Bulk buying? Contact us for exclusive discounts!

Get exclusive insights and offers

For information on how we use your data read our privacy policy

EU Representative (GPSR)
eucomply oÜ
Pärnu mnt. 139b – 14, 11317 Tallinn, Estonia
www.eucompliancepartner.com
Kogan Page GPSR

View the series

Market Research in Practice Book Series

A collection of market research books providing accessible, practical insight and solutions for market research practice and methods. Free UK and US delivery.