The Effective Use of Market Research
How to Drive and Focus Better Business Decisions 4th Revised edition
By (author) Robin Birn
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Effective Use of Market Research by Robin Birn
Book DescriptionThis latest edition of Effective Use of Market Research explains: how to develop representative samples; data protection legislation; and 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 analyses 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."
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Book DetailsISBN: 9780749442002
(234mm x 156mm x 14mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 26-Mar-2004
Country of Publication: United Kingdom
Books By Author Robin Birn
International Handbook of Market Research Techniques, Paperback (August 2002)
This handbook of market research techniques is designed for all levels of marketing professionals. Taking a highly practical approach, it covers everything from market research survey planning and quantitative research over the Internet to geodemographics, analysis, modelling and report writing.
Market Research, Paperback (December 2001)
Covers key market research techniques, from asking the right questions and using statistics to analysing data and acting on the information. This title includes examples and lessons from benchmark companies in publishing, consumer goods, brewing and others. It also includes a glossary of key concepts and a comprehensive resources guide.
Marketing in Publishing, Paperback (June 1997)» View all books by Robin Birn
Offers a wealth of practical information on creative strategies to increase book sales in a competitive and rapidly changing marketplace and gives expert guidance on different elements of the marketing process.
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Author Biography - Robin Birn
Robin J Birn has been a marketing and market research practitioner and trainer for over 25 years. In 1985, Robin set up Strategy, Research and Action Ltd, which is now the largest international marketing research company for the map, atlas and travel guide sector, and the book industry. He is a Fellow of The Market Research Society and is also the editor of The International Handbook of Market Research Techniques (also published by Kogan Page).
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