by Robin Birn · Kogan Page · tapa blanda · ISBN 9780749442002
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«The Effective Use of Market Research» is Robin Birn's manual on market research, published by Kogan Page in paperback (256 pages).
Explains when market research is necessary, what it offers to management and what business decisions it enables. Covers customer knowledge, activity monitoring, development of representative samples, data protection and the professional ethics set out in the MRS code of conduct.
Fourth edition, published in 2004 in the Market Research in Practice series. The author, Robin J. Birn, is a fellow of the Market Research Society.
Aimed at marketing professionals, managers and business students who want to base their decisions on market research.
