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Bibliografische Details

Titel

Market Intelligence: How and Why Organizations Use Market Research (Market Research in Practice Series)

Verlag

Kogan Page Business Books

Erscheinungsjahr

2004

Sprache

Englisch

ISBN-10

0749442018

ISBN-13

9780749442019

Einband

Softcover

Zustand

Good

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�ber diesen Titel

Inhaltsangabe

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.

�ber die Autorin bzw. den Autor

Martin Callingham, was formerly Group Market Research Director at Whitbread where he ran the Market Research Department for 20 years. He was a non-executive director of a German restaurant chain for over 10 years.

Martin Callingham is a Fellow of the MRS and was Chairman of the Association of Users of Research (AURA). In 2001 he won the David Winter Award at The MRS Conference.

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