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Market Intelligence : Market Research in Practice - Martin Callingham

Market Intelligence

Market Research in Practice

Paperback

Published: 1st June 2004
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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, the organization of the mar

"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

The editorial board
Introductionp. 1
Types of organizationp. 5
Knowledge is the most important asset of a companyp. 22
Decision making in an organizationp. 35
The market research function within an organizationp. 49
Buyer-supplier relationshipsp. 59
The nature and scope of quantitative datap. 78
Qualitative information and its relationship to quantitative informationp. 98
Designing the researchp. 113
Managing the research process from within the companyp. 136
Managing the resultsp. 148
Knowing the futurep. 162
Conclusionp. 173
The market research society code of conductp. 179
Glossary of market research termsp. 205
Referencesp. 211
Indexp. 215
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780749442019
ISBN-10: 0749442018
Series: Market Research in Practice
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 232
Published: 1st June 2004
Publisher: Kogan Page Ltd
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6  x 2.0
Weight (kg): 0.38