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Market intelligence : how and why organizations use market research / Martin Callingham.

By: Material type: TextTextLanguage: English Series: Market research in practice seriesPublication details: London ; Sterling, Va. : Kogan Page, c2004.Description: viii, 223 p. ; 24 cmISBN:
  • 0749442018
Other title:
  • How and why organizations use market research
Subject(s): DDC classification:
  • 658.83 CAL
Online resources:
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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Includes bibliographical references and index.

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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