Continuous Consumer Market Measurement

A full account of the procedures used by market research agencies in the measurement of market sizes, profiles and trends on a continual basis. A general overview is followed by detailed analyses of how agencies operate panels and surveys, and present data to a client - at the same time discussing the advantages and limitations. The focus is on the UK and services available to UK firms. The book is intended for graduate and undergraduate students of marketing and those on Higher National and professional courses, market researchers and marketing managers and companies offering branded goods to the consumer.