The effective use of market research : how to drive and focus better business decisions /

1 Key to making good decisions 2 Getting the information you really need 3 The best research techniques anyone can use 4 What to measure and how to measure it 5 You have the information - now use it 6 Making sure that the customers are happy 7 Tracking trends and changing decisions 8 Getting the most out of business relationships with research companies 9 Using research to grow your business Appendix: The Market Research Society Code of Conduct Excerpted from The Effective Use of Market Research: How to Drive and Focus Better Business Decisions by Robin Birn All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.