Publisher 's note -- Contents -- The editorial board -- CONSULTANT EDITORS -- ADVISORY MEMBERS -- Foreword -- Acknowledgements -- Key to making good decisions -- INTRODUCTION -- WHAT INFORMATION IS -- WHY TAKE DECISIONS WITH INFORMATION? -- CASE STUDY -- A contract hire company:making meetings shorter by using good information -- HOW INFORMATION IMPROVES DECISIONS -- WHY IT IS IMPORTANT TO USE DATA AND RESEARCH -- BRAINSTORMS AND WORKSHOPS ARE EFFECTIVE -- DATA PROTECTION AND GOOD PRACTICE -- Data protection in the UK -- Data protection in the United States -- Worldwide differences in data protection legislation -- HINTS ON TAKING GOOD DECISIONS -- Getting the information you really need -- INTRODUCTION -- HOW TO SET UP SYSTEMS -- INTERNAL DATA NEEDED IN THE SYSTEM -- Good communications -- Commitment needs to be available from all levels of management -- Run the project using an agreed plan -- Decide on what data is needed -- THE EXTERNAL DATA THAT IS NEEDED -- SOURCES OF INFORMATION -- UK government statistical publications -- US government statistical publications -- BUSINESS LIBRARIES -- TRADE ASSOCIATIONS -- UNIVERSITIES AND COLLEGES -- USING THE INTERNET TO GATHER INFORMATION -- The strengths and weaknesses of the Internet -- The use of search engines -- Telephone directories -- Market research data on the Internet -- Using mailing lists and newsgroups -- Commercial services -- SURVEY RESEARCH -- Using qualitative information -- Using quantitative information -- EVALUATING MARKETING TACTICS -- Attitude to products -- Assessment of prices -- Evaluation of advertising and promotions -- CASE STUDY -- A private bank:using information to target customers -- CASE STUDY -- Book jackets:analysing a sales problem -- DEVELOPING TREND INFORMATION -- TARGETING THROUGH DATABASE MARKETING -- HINTS ABOUT GETTING THE INFORMATION YOU REALLY NEED.

The best research techniques anyone can use -- INTRODUCTION -- COLLECTING PUBLISHED DATA -- USING BRAND SHARE DATA -- A retail audit or consumer panel which is used to monitor brand shares -- Predictive models -- DEVELOPING CUSTOMER DATA -- CASE STUDY -- Map,atlas and travel guide publishers:using research techniques to monitor the market -- CUSTOMIZING RESEARCH TECHNIQUES -- User and attitude surveys,usually known as 'U &A ' -- Awareness and attitude surveys -- KNOWING THE MARKET UNIVERSE -- GETTING THE MARKETING LANGUAGE CORRECT -- COLLECTING DATA IN THE COMPANY -- CASE STUDIES:ASSESSING PURCHASING CRITERIA -- ASSESSING CONSUMER BUYING BEHAVIOUR -- The culture in which the consumer lives -- The social classification of the consumer -- The personal characteristics of the consumer -- The psychological influences on the consumer -- RESEARCHING BEHAVIOURAL CHARACTERISTICS OF CONSUMERS -- BUYERS 'CHARACTERISTICS AND BUYING DECISIONS -- Buying roles -- Buying behaviour -- Examining the purchasing process -- CONSUMER BEHAVIOUR CLASSIFICATIONS -- SAGACITY -- ACORN -- CONCLUSION -- CASE STUDY:USING RESULTS TO INFLUENCE THE MARKET SUCCESSFULLY -- HINTS ON USING THE BEST RESEARCH TECHNIQUES -- What to measure and how to measure it -- INTRODUCTION -- Identifying segments from the results -- Using data for forecasting -- Applying forecasting models to the data -- Using attitude and behaviour models -- Using data fusion -- Analysing data -- APPLYING ANALYSIS TECHNIQUES TO DECISION MAKING -- Socio -economic classifications -- Geographic classifications -- Consumer behaviour analysis -- Use and purchase classifications -- Computer techniques -- GEODEMOGRAPHICS -- Using geodemographics to grow your business -- MARKET MAPPING -- CASE STUDY -- A government tourist office:mapping the market to understand tourists 'needs more clearly -- ANALYSIS THAT IS MARKET ORIENTED.

HINTS FOR MEASURING THE RESULTS -- You have the information now use it -- INTRODUCTION -- PRESENTING DATA EFFECTIVELY -- COMMUNICATING KEY RESULTS -- CUSTOMIZING REPORTS -- IDENTIFYING RESEARCH IMPLICATIONS -- CASE STUDY -- A chartered surveyor:using a structured approach to implement research findings -- CONCLUSION -- HINTS FOR USING THE INFORMATION -- Making sure that the customers are happy -- INTRODUCTION -- THE RATIONALE FOR CUSTOMER MONITORING -- USES FOR CUSTOMER CARE MONITORING -- KEY GUIDELINES -- CASE STUDY -- A US airline:using research to provide an integrated monitoring system -- CASE STUDY -- The leading US distributor of maps and guides to all retail outlets selling these products -- ASSESSING THE IMPACT OF THE RESULTS -- CONCLUSION -- HINTS ON DEVELOPING CUSTOMER MONITORING -- Tracking trends and changing decisions -- INTRODUCTION -- MONITORING MARKET SHARES -- DEVELOPING TRACKING STUDIES -- USING KEY DATA TO TAKE DECISIONS -- CASE STUDY -- A food casing company:using research to track trends -- DEVELOPING TREND DATA -- IDENTIFYING COMPETITIVE POSITIONING -- CONCLUSION -- CASE STUDY -- International publishers of maps and guides -- HINTS ON TRACKING TRENDS AND CHANGING DECISIONS -- Getting the most out of business relationships with research companies -- INTRODUCTION -- COMMISSIONING RESEARCH COMPANIES -- No knowledge,experience or previous business relationships with a research company -- Knowledge of research but a need for external resources as little in-house skill -- Dedicated to research and in need of developing the research programme, particularly for continuous surveys,tracking... -- QUALIFICATIONS OF SUPPLIERS -- STANDARDS -- Ethics -- Competence -- Standards -- A SHORT BRIEF IS NOT A GOOD BRIEF -- Example of a brief brief -- CLARITY AND DETAIL GET GOOD RESULTS -- EXAMPLE OF A GOOD BRIEF.

QUALITY PROPOSAL DOCUMENTS FROM SUPPLIERS -- Example of a bad proposal -- Example of a good proposal -- CONCLUSION -- HINTS ON GETTING THE MOST OUT OF BUSINESS RELATIONSHIPS WITH RESEARCH COMPANIES -- A BRIEF BRIEF -- Introduction -- A GOOD BRIEF -- Introduction -- Methodology -- Sample -- Topic areas for research -- Reporting -- Budget -- Timing -- A BRIEF PROPOSAL -- Introduction -- The brief -- Methodology -- Reporting and analysis -- Cost breakdown -- A DETAILED PROPOSAL -- Introduction -- The sample -- Sample preparation -- The questionnaire -- The research method -- Reporting -- Schedule -- Our experience -- Using research to grow your business -- INTRODUCTION -- CASE STUDY -- Publishers:using research to grow their business -- RESEARCH FOR THE FUTURE -- CASE STUDIES ON HOW TO GROW YOUR BUSINESS -- THE ACTION AFTER THE RESEARCH -- CONCLUSION:USING RESEARCH IS A 'WIN-WIN 'SITUATION -- CHECKLIST OF QUESTIONS FOR THE EFFECTIVE USE OF MARKET RESEARCH -- Appendix:The Market Research Society Code of Conduct -- INTRODUCTION -- The Market Research Society -- The purpose of the Code of Conduct -- The purpose of guidelines -- Relationship with data protection legislation -- PRINCIPLES -- RULES -- A. Conditions of Membership and Professional Responsibilities -- B. ICC/ESOMAR Code of Marketing and Social Research Practice -- NOTES -- How the ICC/ESOMAR International Code of Marketing and Social Research Practice should be Applied -- CODELINE -- How to use Codeline -- NOTES -- Glossary of market research terms -- Index.