The basis for anticipating likely future demand lies in thorough market research, which is now recognised as the key business tool in reducing risk and increasing sales.
This practical book is designed as a complete guide to analysing, assessing and anticipating markets in almost every vertical sector.
Writing for sales and marketing managers, company directors and anyone who needs to be fully informed of the latest developments and techniques, the author explains how to locate the market, determine its size and strength, research into customers and competitors, conceive and execute the final brief, and write and present the findings.
This book emphasises the benefits of market research and shows how the results can then be used to improve company efficiency, develop new strategies and formulate future policy, or to test the sales potential of new products.
Established techniques such as how to conduct desk research, carry out sample selection, interview in person and over the telephone, postal surveying, questionnaire design and the many other ways in which proper research is done, are covered in depth.
The final section on processing and presenting the data shows how best to package the results for maximum impact on the people for whom the research has been conducted.
Published by Kogan Page