Description

Book Synopsis
The marketing information available to us doubles every five years. Increasingly, not only will marketing organizations have more access to data, but a lot of this information will be its own internal data, rather than information being supplied by an external market research agency.

Trade Review
"...extremely practical...if you're planning to buy research...this will give you all the ammunition you need...well worth a read." (Admap, December 2001)

Table of Contents
Foreword by Andrew McIntosh.

Preface.

Acknowledgements.

Mastering Twenty-First-Century Information.

Acquiring Effective Information Habits.
A Primer in Qualitative Evidence.
Understanding Survey Data.
Designing Actionable Research.
Holistic Data Analysis.
Information-Based Decision-Making.
Bibliography.
Index.

Inside Information

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    A Hardback by D. V. L. Smith, J. H. Fletcher

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      Book details

      Publisher John Wiley & Sons Inc
      Published 16 January 2001
      ISBN-13 9780471495437
      978-0471495437
      ISBN-10 0471495433

      Description

      Book Synopsis
      The marketing information available to us doubles every five years. Increasingly, not only will marketing organizations have more access to data, but a lot of this information will be its own internal data, rather than information being supplied by an external market research agency.

      Trade Review
      "...extremely practical...if you're planning to buy research...this will give you all the ammunition you need...well worth a read." (Admap, December 2001)

      Table of Contents
      Foreword by Andrew McIntosh.

      Preface.

      Acknowledgements.

      Mastering Twenty-First-Century Information.

      Acquiring Effective Information Habits.
      A Primer in Qualitative Evidence.
      Understanding Survey Data.
      Designing Actionable Research.
      Holistic Data Analysis.
      Information-Based Decision-Making.
      Bibliography.
      Index.

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