This new edition explains:
How to develop representative samples
Data protection legislation
The professional ethics incorporated in the MRS Code of Conduct
More and more companies today are using market research techniques, not just to find new markets, products and customers, but also to improve management and marketing decision making and to monitor customer service.
The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyzes the type of business decisions that may be taken as a result. An organization that knows its customers and monitors its activity well, and also has a good understanding of the key research techniques it needs, is likely to develop more competitive sales, marketing and communications strategies.
Fully international in scope The Effective Use of Market Research offers comparative examples and case studies.