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The Effective Use of Market Research: How to Drive and Focus Better Business Decisions

Robin J. Birn

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ISBN 10: 074944200X / ISBN 13: 9780749442002
Published by Kogan Page
New Condition: New Paperback
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Paperback. 192 pages. Dimensions: 9.1in. x 6.0in. x 0.8in. Part of the new Market Research in Practice series, published in association with the Market Research Society This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9780749442002

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Bibliographic Details

Title: The Effective Use of Market Research: How to...

Publisher: Kogan Page

Binding: Paperback

Book Condition:New

Book Type: Paperback

About this title


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. 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."

Book Description:

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

"This book should become the last word in addressing the issue - how to make effective use of market research. I commend it without hesitation to all professional marketing managers." ( Professor Michael J. Thomas, former president of The Market Research Society)

"An easy read, with 'handy hints' sections and examples of good (and bad) practice." ( Professional Marketing)

"A practical introduction to everything from first research to identifying customer attitudes." ( Observer)

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