Table of Contents

• • Chapter - 01: Key to making good decisions;
  • Chapter - 02: Getting the information you really need;
  • Chapter - 03: The best research techniques anyone can use;
  • Chapter - 04: What to measure and how to measure it;
  • Chapter - 05: You have the information – now use it;
  • Chapter - 06: Making sure that the customers are happy;
  • Chapter - 07: Tracking trends and changing decisions;
  • Chapter - 08: Getting the most out of business relationships with research companies;
  • Chapter - 09: Using research to grow your business

Promotional Information

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.

About the Author

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).

Reviews

"A useful guide to the strengths of research and the advantages it can generate for industry and commerce."
*Research*

"This book should become the last word in addressing the issue - how to make effective use of market research. I commend it without hesitation to all professional marketing managers."
*Professor Michael J. Thomas, former president of The Market Research Society*

"An easy read, with 'handy hints' sections and examples of good (and bad) practice."
*Professional Marketing*

"A practical introduction to everything from first research to identifying customer attitudes."
*Observer*