The Effective Use of Market Research

The revised edition of this book reviews how the widening application of research techniques can be used to improve management and marketing decision-making rather than just provide information. Its purpose is to examine the circumstances in which market research is necessary, explain what management can expect to get from research and analyze the type of management and marketing decisions which can be taken as a result. The book comprises a practical guide to analyzing markets, researching, developing and monitoring new products, developing and monitoring communications, identifying and measuring customer attitudes and assessing and improving the sales process. This revised edition also contains a completely new chapter on developing a market information system. Also included are examples and case studies, several of which have been supplied by the Market Research Society and checklists for managers. The book comprises a practical guide for management to consider in relation to their own company, products, services, markets and customers.