Market intelligence [electronic resource] : how and why organizations use market research / Martin Callingham.
By: Callingham, Martin.
Contributor(s): ebrary, Inc.
Material type:
BookSeries: Market research in practice series: Publisher: London ; Sterling, Va. : Kogan Page, c2004Description: viii, 223 p. ; 24 cm.Other title: How and why organizations use market research.Subject(s): Marketing researchGenre/Form: Electronic books.DDC classification: 658.8/3 Online resources: An electronic book accessible through the World Wide Web; click to view 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.
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