+612 9045 4394
The Effective Use of Market Research : How to Drive and Focus Better Business Decisions - Robin Birn

The Effective Use of Market Research

How to Drive and Focus Better Business Decisions

Paperback Published: 1st June 2004
ISBN: 9780749442002
Number Of Pages: 256

Share This Book:


RRP $75.00
Ships in 7 to 10 business days

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.

Industry Reviews

"A useful guide to the strengths of research and the advantages it can generate for industry and commerce." Research

The editorial board
Key to making good decisionsp. 1
Getting the information you really needp. 16
The best research techniques anyone can usep. 59
What to measure and how to measure itp. 97
You have the information - now use itp. 115
Making sure that the customers are happyp. 128
Tracking trends and changing decisionsp. 139
Getting the most out of business relationships with research companiesp. 158
Using research to grow your businessp. 181
The Market Research Society code of conductp. 194
Glossary of market research termsp. 217
Indexp. 222
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780749442002
ISBN-10: 074944200X
Series: Market Research in Practice
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 256
Published: 1st June 2004
Publisher: Kogan Page Ltd
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6  x 1.4
Weight (kg): 0.38
Edition Number: 4
Edition Type: Revised