The effective use of market research : how to drive and focus better business decisions - Birn, Robin (London : Kogan Page, 2004)
Key to making good decisions -- Getting the information you really need -- The best research techniques anyone can use -- What to measure and how to measure it -- You have the information, now use it -- Making sure that the customers are happy -- Tracking trends and changing decisions -- Getting the most out of business relationships with research companies -- Using research to grow your business.
Keywords: Marketing research; Decision making; Strategic planning; Success in business