Market Intelligence: How and why Organizations Use Market Research

Martin Callingham

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One of the biggest problems facing organisations that commission market research is ensuring that they get the research they want and that the research is relevant to the organisation. There are many different approaches that can be taken for any one piece of research and it is crucial for an organisation to get this right. Failure to do so can lead to substantial pain in the debriefing meeting and quite possibly failure and wasted budgets. Market Intelligence examines the clientside perspective of market research and describes the pitfalls and problems when commissioning and briefing market research. Market Intelligence is fully international in scope and offers comparative examples and case studies from Europe and the US. The book also outlines Data Protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. This is an invaluable guide for students, market researchers and non-professional researchers.

What will you learn from this book

  1. Definition and Importance: The book might provide a comprehensive definition of market intelligence and emphasize its critical role in strategic decision-making.

  2. Data Collection and Analysis: Insights into effective methods for collecting and analyzing data to derive meaningful market intelligence, including quantitative and qualitative approaches.

  3. Competitive Analysis: Understanding competitors is often a key aspect of market intelligence. The book might delve into strategies for effective competitive analysis.

  4. Consumer Behavior: Exploring how market intelligence can provide valuable insights into consumer behavior, preferences, and trends, helping businesses tailor their offerings.

  5. Strategic Decision Support: The primary purpose of market intelligence is often to support strategic decision-making. The book may discuss how businesses can use intelligence to make informed and effective decisions.

  6. Technology and Tools: The role of technology and specialized tools in gathering, processing, and interpreting market intelligence data might be a focus.

  7. Trend Spotting: Recognizing and capitalizing on emerging trends in the market is crucial. The book may provide guidance on how to spot and leverage trends effectively.

  8. Risk Mitigation: Understanding potential risks in the market landscape is part of intelligence. The book might discuss strategies for mitigating risks based on intelligence insights.

  9. Cross-Functional Collaboration: Effective market intelligence often requires collaboration across different departments. The book may emphasize the importance of cross-functional cooperation.

  10. Ethical Considerations: The responsible and ethical use of market intelligence could be a theme. The book might explore ethical considerations and best practices in intelligence gathering and utilization.

Language English
ISBN-13 9788175545441
No of pages 223
Font Size Medium
Book Publisher Kogan Page
Published Date 01 Jan 2011

About Author

Author : Martin Callingham

2 Books

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