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.
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. 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. 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.
This latest edition of Effective Use of Market Research explains how to develop representative samples, data protection legislation and the professional ethics incorporated in the MRS Code of Conduct.
A useful guide to the strengths of research and the advantages it can generate for industry and commerce.
This book should become the last word in addressing the issue - how to make effective use of market research. I commend it without hesitation to all professional marketing managers.
Professor Michael J. Thomas, former president of The Market Research Society
An easy read, with 'handy hints' sections and examples of good (and bad) practice.
A practical introduction to everything from first research to identifying customer attitudes.
Robin J Birn has been a marketing and market research practitioner and trainer 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 also the editor of The International Handbook of Market Research Techniques (also published by Kogan Page).
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