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	Market Intelligence by Martin Callingham
	Price : Rs 350.00
	Your Price : Rs 315.00

One of the biggest problems facing organizations that commission market research is ensuring that they get the research they want and that the research is relevant to the organization. There are many different approaches that can be taken for any one piece of research and it is crucial for an organization 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 client-side perspective of market research and describes the pitfalls and problems when commissioning, briefing and using market research. Contents include:

¢ the importance of knowledge in the organization;

¢ decision making in an organization;

¢ the market research function;

¢ buyer”supplier relationships;

¢ the nature and scope of quantitative data;

¢ the relationship between qualitative and quantitative information;

¢ designing research;

¢ managing the research process;

¢ managing the results;

¢ knowing the future.

Part of the new Market Research in Practice series and published in association with The Market Research Society, Market intelligence is an invaluable guide for students, market researchers and non-professional researchers alike. This title is fully international in scope and offers valuable insights that are relevant to the United States, Europe and the rest of the world. The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of ConductISBN 9788175545441