Market intelligence : how and why organizations use market research /
Callingham, Martin.
Market intelligence : how and why organizations use market research / How and why organizations use market research Martin Callingham - London. : Kogan Page, 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 RM137.95
Marketing research
Market intelligence : how and why organizations use market research / How and why organizations use market research Martin Callingham - London. : Kogan Page, 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 RM137.95
Marketing research