Callingham, Martin.
Market intelligence how and why organizations use market research / [electronic resource] : How and why organizations use market research Martin Callingham. - London ; Sterling, Va. : Kogan Page, c2004. - viii, 223 p. ; 24 cm. - Market research in practice series . - Market research in practice series. .
Includes bibliographical references and index.
Types of organization -- Knowledge is the most important asset of a company -- Decision making in an organization -- The market research function within an organization -- Buyer-supplier relationships -- The nature and scope of quantitative data -- Qualitative information and its relationship to quantitative information -- Designing the research -- Managing the research process from within the company -- Managing the results -- Knowing the future -- Conclusion -- Appendix: The Market Research Society code of conduct.
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2009.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Marketing research.
Electronic books.
HF5415.2 / .C25 2004eb
658.8/3
Market intelligence how and why organizations use market research / [electronic resource] : How and why organizations use market research Martin Callingham. - London ; Sterling, Va. : Kogan Page, c2004. - viii, 223 p. ; 24 cm. - Market research in practice series . - Market research in practice series. .
Includes bibliographical references and index.
Types of organization -- Knowledge is the most important asset of a company -- Decision making in an organization -- The market research function within an organization -- Buyer-supplier relationships -- The nature and scope of quantitative data -- Qualitative information and its relationship to quantitative information -- Designing the research -- Managing the research process from within the company -- Managing the results -- Knowing the future -- Conclusion -- Appendix: The Market Research Society code of conduct.
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2009.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Marketing research.
Electronic books.
HF5415.2 / .C25 2004eb
658.8/3