October 8, 1999

MRS Conference – Going the extra mile: putting market researchers in the decision makers’ shoes

This conference paper identifies actionable steps that market research buyers and agencies can take in order to meet client expectation.

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October 8, 1999

ESOMAR – Fitting market and competitive intelligence into the knowledge management jigsaw

This paper seeks to make a contribution to the analysis phase of the ‘intelligence cycle’: the process of capturing, analysing and subsequently disseminating market and competitive intelligence.

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October 8, 1999

2020 Vision – A natural alliance between knowledge management and business research

In this paper we argue that the fundamental problem likely to bedevil business research over the next decade and beyond is the frequently articulated observation that organisations are ‘data rich, yet insight poor’.

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October 8, 1999

Marketing Intelligence and Planning – Meeting the information needs of marketing in the 21st century

This paper addresses the question of whether- now that we exist in the much heralded “information era” – the information needs of those engaged in marketing are being satisfied. With interest in the Internet as a burgeoning global communications medium, we now understand how things might be in the future with regard to the sheer volume […]

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October 8, 1999

Buying Research – How to prepare a market research brief

Client organisations wishing to undertake a market research study usually prepare a market research brief – a document that outlines their market research needs and requirements – and they send this to one, or more, agencies. The agencies then prepare a research proposal: a response to the research brief, explaining what research design they recommend […]

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July 8, 1999

Research Magazine – B2B takes on Home Guard

Business-to-business research is a broad church. Clients range from chemicals conglomerates wanting to know how architects specify polystyrene sheets for the construction industry, to mass market service providers, such as parcel carriers, keen to establish whether customers want electronic ‘track and trace’ facilities.

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July 8, 1999

ESOMAR Workshop – Marketing decision making

A step-by-step guide created for ESOMAR on marketing decision making

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October 8, 1998

Designing market research studies

In this chapter, we examine how market researchers set about designing market research studies. Market researchers will rarely be able to pursue their ‘ideal’ design, so it is a process of compromise. Decisions have to be made about what degree of precision is needed and how much depth of understanding is required. This trade-off also […]

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