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 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.
Contents include:
- Types of organization
- 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
- Qualitative information and its relationship to quantitative
- Designing research
- Managing the research process
- Managing the results
- Knowing the future
(text from the publisher)