Titlebook: Marketing Research; Chris West Textbook 1999Latest edition Macmillan Publishers Limited 1999 data analysis.market research.marketing

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The Research Brief,t the research; and ., which is the researcher’s response to the briefing he has been given. This chapter describes the briefing process and Chapters 18 and 19 cover the selection of research organisations and proposals.

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Identifying Suitable Research Resources, stay with those that they have already seen in action and have found to be adequate. The advantages of this approach in terms of the reduction in risk are significant and even though there are occasions when fresh blood, new thinking and different skills are required, research users are generally loyal to suppliers that have served them well.

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