ISBN 9780749443184,Market Intelligence

Market Intelligence


Callingham M


Viva Books Pvt Ltd

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ISBN 9780749443184
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Viva Books Pvt Ltd

Publication Year 2004

ISBN 9780749443184

ISBN-10 0749443189


Number of Pages 240 Pages
Language (English)


One of the biggest problems facing organizations that commission marketresearch is ensuring that they get the research they want and that the researchis relevant to the organization. There are many different approaches that can betaken for any one piece of research and it is crucial for an organization to getthis right. Failure to do so can lead to substantial pain in the debriefingmeeting and quite possibly failure and wasted budgets. Market Intelligenceexamines the client-side perspective of market research and describes thepitfalls and problems when commissioning, briefing and using market research.This book is truly international in scope and offers valuable insights that arerelevant to all markets. It also outlines data protection legislation anddetails the professional ethics incorporated in the MRS Code of Conduct.

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