
Market Intelligence
Martin Callingham(Author)
Kogan Page Ltd (Publisher)
1st Edition
Published on 26. March 2004
Book
Paperback/Softback
232 pages
978-0-7494-4201-9 (ISBN)
Description
One of the biggest problems facing organisations that commission market research is ensuring that they get the research they want and that the research is relevant to the organisation. There are many different approaches that can be taken for any one piece of research and it is crucial for an organisation to get this right. Failure to do so can lead to substantial pain in the debriefing meeting and quite possibly failure and wasted budgets. Market Intelligence examines the clientside perspective of market research and describes the pitfalls and problems when commissioning and briefing market research. Market Intelligence is fully international in scope and offers comparative examples and case studies from Europe and the US. The book also outlines Data Protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. This is an invaluable guide for students, market researchers and non-professional researchers.
Reviews / Votes
"This book will be valuable for everyone in research, whether buyers or sellers An unusual, thoughtful and constructive overview of the market and social research world, primarily from the client point of view." * Research *More details
Series
Language
English
Place of publication
London
United Kingdom
Target group
Professional and scholarly
Product notice
Paperback (trade)
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 20 mm
Weight
376 gr
ISBN-13
978-0-7494-4201-9 (9780749442019)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Martin Callingham was formerly Group Market Research Director at Whitbread, where he ran the market research, direct marketing and spatial analysis departments. He is a Fellow of the Market Research Society, was Chairman of the Association of Users of Research (AURA) and has been a Council Member of ESOMAR. In 2001 he won the David Winton Award at the MRS conference. Currently, he is a visiting professor at Birkbeck College, University of London.
Content
Chapter - 00: Introduction;
Chapter - 01: Types of organization;
Chapter - 02: Knowledge is the most important asset of a company;
Chapter - 03: Decision making in an organization;
Chapter - 04: The market research function within an organization;
Chapter - 05: Buyer-supplier relationships;
Chapter - 06: The nature and scope of quantitative data;
Chapter - 07: Qualitative information and its relationship to quantitative information;
Chapter - 08: Designing the research;
Chapter - 09: Managing the research process from within the company;
Chapter - 10: Managing the results;
Chapter - 11: Knowing the future;
Chapter - 12: Conclusion
Chapter - 01: Types of organization;
Chapter - 02: Knowledge is the most important asset of a company;
Chapter - 03: Decision making in an organization;
Chapter - 04: The market research function within an organization;
Chapter - 05: Buyer-supplier relationships;
Chapter - 06: The nature and scope of quantitative data;
Chapter - 07: Qualitative information and its relationship to quantitative information;
Chapter - 08: Designing the research;
Chapter - 09: Managing the research process from within the company;
Chapter - 10: Managing the results;
Chapter - 11: Knowing the future;
Chapter - 12: Conclusion
1. Types of organization
2. Knowledge is the most important asset of a company
3. Decision making in an organization
4. The market research function within an organization
5. Buyer-supplier relationships
6. The nature and scope of quantitative data
7. Qualitative information and its relationship to quantitative information
8. Designing the research
9. Managing the research process from within the company
10. Managing the results
11. Knowing the future
12. Conclusion
Appendix: The Market Research
2. Knowledge is the most important asset of a company
3. Decision making in an organization
4. The market research function within an organization
5. Buyer-supplier relationships
6. The nature and scope of quantitative data
7. Qualitative information and its relationship to quantitative information
8. Designing the research
9. Managing the research process from within the company
10. Managing the results
11. Knowing the future
12. Conclusion
Appendix: The Market Research