Synopses & Reviews
* Part of the new Market Research in Practice series, published in association with the Market Research Society * An essential guide that focuses on core skills * Clearly outlines how to use and benefit from market research * Packed with international case studies, good practice and ethical information "A practical introduction to everything from first research to identifying customer attitudes." -- The Observer More and more companies today are using market research techniques to find new markets, products and customers, and to improve management and marketing decision making. The organization that knows its customers, monitors its activity well, and understands the research techniques it needs, will develop more competitive sales, marketing and communications strategies. This established business classic, fully updated, looks at the circumstances in which market research is necessary, and explains what management can expect from research, and the type of management and marketing decision that may be taken as a result. It also provides practical checklists for managers, up-to-date case studies and international examples. It outlines international Data Protection legislation, and details the professional ethics incorporated in the MRS Code of Conduct. It is an invaluable guide for students, market researchers and non-professional researchers.
Review
""The Effective Use of Market Research: How to Drive and Focus Better Business Decisions appears in its updated fourth edition to put market research into a practical woeld of results. Case studies put theory to work, from using information in a structured research or business setting to assessing research criteria and getting the most from the information segmeents which are critical.""--The Bookwatch
Synopsis
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.
Synopsis
* Part of the new Market Research in Practice series, published in association with the Market Research Society
About the Author
Birn is managing director of Strategy, Research and Action Ltd. He is a practical researcher who specialized in providing research for marketing and sales planning.