how and why organizations use market research Callingham, Martin. creator ebrary, Inc text bibliography Electronic books. enk London Sterling, Va Kogan Page c2004 2004 monographic eng

electronic

electronic resource

viii, 223 p. 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. Martin Callingham. Includes bibliographical references and index. Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries. Marketing research HF5415.2 .C25 2004eb 658.8/3 http://site.ebrary.com/lib/rucke/Doc?id=10084453 http://site.ebrary.com/lib/rucke/Doc?id=10084453 CaPaEBR 040210 ebr10084453