Market intelligence :
Callingham, Martin.
Market intelligence : how and why organizations use market research / How and why organizations use market research Martin Callingham. - London ; Sterling, Va. : Kogan Page,2004 2004. - viii, 223 p. ; 24 cm. - 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.
0749442018
2004002672
Marketing research.
658.83 / C161
Market intelligence : how and why organizations use market research / How and why organizations use market research Martin Callingham. - London ; Sterling, Va. : Kogan Page,2004 2004. - viii, 223 p. ; 24 cm. - 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.
0749442018
2004002672
Marketing research.
658.83 / C161