Every marketer knows that careful research of a market is essential if the right decisions are to be made. Very few, however, know how to make the first steps towards a successful research campaign. Peter Jackson clearly shows the practicalities and costs of desk research compared to the other data-gathering techniques available to marketers. Covering both the conventional library techniques of desk research and their electronic equivalent, database searching, this text gives marketers practical advice on all aspects of the desk techniques available, including: researching consumer and industrial markets; planning ad hoc projects and continuous monitoring; planning fieldwork; finding the information; overseas desk research; following up other leads; and integrating desk research with other data.
- ISBN10 0749412178
- ISBN13 9780749412173
- Publish Date 30 March 1994
- Publish Status Out of Print
- Out of Print 23 June 2006
- Publish Country GB
- Imprint Kogan Page Ltd
- Format Paperback (UK Trade)
- Pages 144
- Language English