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More and more companies today are using market research techniques, not just to find new markets, products and customers, but also to improve management and marketing decision making and to monitor customer service. The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyses the type of business decisions that may be taken as a result. An organization that knows its customers and monitors its activity well, and also has a good understanding of the key research techniques it needs, is likely to develop more competitive sales, marketing and communications strategies. Fully international in scope The Effective Use of Market Research offers comparative examples and case studies. Part of the new Market Research in Practice series and published in association with the Market Research Society, The Effective Use of Market Research is an invaluable guide for students, market researchers and non-professional researchers alike. About The Author Robin Birn has been a marketing and market research practitioner for over 25 years. In 1985, Robin set up Strategy, Research and Action Ltd, which is now the largest international marketing research company for the map, atlas and travel-guide sector, and the book industry. He is a Fellow of the Market Research Society. Table of Contents Key to making good decisions Getting the information you really need The best research techniques to use What to measure and how to measure it How to use information Making sure the customers are happy Tracking trends and changing decisions Relationships with research companies Using research to grow your business