Market intelligence : how and why organizations use market research - Callingham, Martin (London. : Kogan Page, 2004)
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
Includes bibliographical references and index
Keywords: Marketing research