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

Birn, Robin J.

ISBN 10: 074944200X / ISBN 13: 9780749442002

Published by Kogan Page Ltd, 2004

About this Item

4th edition. 256 pages. 9.00x6.00x0.75 inches. In Stock.

Seller Inventory # zk074944200X

Bibliographic Details

• Title: The Effective Use of Market Research How to Drive and Focus Better Business Decisions
• Publisher: Kogan Page Ltd
• Publication Date: 2004
• Language: English
• ISBN 10: 074944200X
• ISBN 13: 9780749442002
• Binding: Paperback
• Edition: 4th Edition
• Condition: Brand New
• Weight: 0.38 kilograms

About this title

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.

About the Author

Robin J. Birn is managing director of Strategy, Research and Action. He is also the editor of The Handbook of International Market Research Techniques and consultant editor of the Market Research in Practice series.