Market intelligence how and why organizations use market research /

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Bibliographic Details
Main Author: Callingham, Martin
Format: Book
Language:English
Published: London ; Sterling, Va. : Kogan Page, [2004]
Series:Market research in practice series.
Physical Description:
viii, 223 pages ; 24 cm.
Subjects:
Marketing research.
Contents:
  • Types of organization
  • Knowledge is the most important asset of a company
  • Decision making in an organization
  • The market research function within an organization
  • Buyer-supplier relationships
  • The nature and scope of quantitative data
  • Qualitative information and its relationship to quantitative information
  • Designing the research
  • Managing the research process from within the company
  • Managing the results
  • Knowing the future
  • Conclusion
  • Appendix: The Market Research Society code of conduct.

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