Inside Information: Making Sense of Marketing Data

Think marketing data is hopelessly confusing? So do the authors, both experienced businessmen who run a research agency in England. Inside Information is a handy primer on how to sort through new-fangled qualitative evidence and cut through miles of survey data. If you don't want to do it yourself, the book describes how to hire a company to do that for you. Inside Information also gets to the heart of the marketer's dilemma: How do you know the best way to measure what you need to find out? Basic checklists and snapshot overviews of the market research "toolbag" help to simplify matters.