""The Effective Use of Market Research: How to Drive and Focus Better Business Decisions appears in its updated fourth edition to put market research into a practical woeld of results. Case studies put theory to work, from using information in a structured research or business setting to assessing research criteria and getting the most from the information segmeents which are critical.""--The Bookwatch
About the Author
Robin J. Birn is managing director of Strategy, Research and Action. He is also the editor of The Handbook of International Market Research Techniques and consultant editor of the Market Research in Practice series.