Market intelligence [electronic resource] : how and why organizations use market research / Martin Callingham.

By: Contributor(s): Material type: TextTextSeries: Market research in practice seriesPublication details: London ; Sterling, Va. : Kogan Page, c2004.Description: viii, 223 pOther title:
  • How and why organizations use market research
Subject(s): Genre/Form: DDC classification:
  • 658.8/3 22
LOC classification:
  • HF5415.2 .C25 2004eb
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.

Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

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