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PAUL SZWARCRESEARCHINGCUSTOMERSATISFACTION& LOYALTYHOW TO FIND OUT WHATPEOPLE REALLY THINKMARKET RESEARCH IN PRACTICE
The MarketResearch SocietyWith over 8,000 members in more than 50 countries, The MarketResearch Society (MRS) is the world’s largest international member-ship organization for professional researchers and others engaged in(or interested in) marketing, social or opinion research.It has a diverse membership of individual researchers within agen-cies, independent consultancies, client-side organizations, and the aca-demic community, and from all levels of seniority and job functions.All MRS members agree to comply with the MRS Code of Conduct(see Appendix 2), which is supported by the Codeline advisory serviceand a range of specialist guidelines on best practice.MRS offers various qualifications and membership grades, as wellas training and professional development resources to support these. Itis the official awarding body in the UK for vocational qualifications inmarket research.MRS is a major supplier of publications and information services,conferences and seminars and many other meeting and networkingopportunities for researchers.MRS is ‘the voice of the profession’ in its media relations and publicaffairs activities on behalf of professional research practitioners, andaims to achieve the most favourable climate of opinions and legislativeenvironment for research.The Market Research Society (Limited by Guarantee) Company Number518685Company Information: Registered office and business address:15 Northburgh Street, London EC1V 0JRTelephone: 44 20 7490 4911Fax: 44 20 7490 0608e-mail: [email protected]website:
MARKET RESEARCH IN PRACTICE SERIESPublished in association with The Market Research SocietyConsultant Editors: David Barr and Robin J BirnKogan Page has joined forces with The Market Research Society (MRS)to publish this unique series of books designed to cover the latestdevelopments in market research thinking and practice.The series provides up-to-date knowledge on the techniques of marketresearch and customer insight and best practice in implementingthem. It also shows the contribution market research and customerinformation management techniques can make to helping organisa-tions of all kinds in shaping their strategy, structure, customer focusand value creation.The series consists of several essential guides that focus on the coreskills developed in the MRS training and qualifications programmes(). It provides practical advice and case studies onhow to plan, use, act on and follow-up research, and on how to com-bine it with other sources of information to develop deep insights intocustomers.Fully international in scope of content, its readership is also from allover the world. The series is designed not only for specialist marketresearchers, but also for all those involved in developing and usingdeeper insights into their customers — marketers in all disciplines,