TY  - BOOK
AU  - Callinghan Martin
TI  - Market intelligence: how and why organization one market research 
SN  - 9780749443184
U1  - 658.83 
PY  - 2004///
CY  - Kogan Page
PB  - London
KW  - Marketing research
N1  - 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
N2  - The aim of this title is to examine the client-side perspective of market research and describe the pitfalls and problems when commissioning, briefing and using market research
ER  -