bMarket Research just got easierbbrEvery day in business we make decisions. To reduce the risk associated with making these decisions, it's essential to understand your consumer and your market, and this is why we conduct market research. Decisions are not taken in a vacuum there are competitive products and services in your marketplace, which means that consumers can choose whether or not to buy your product. Some decisions are high risk such as launching a new product, changing the packaging of an existing product, making a price change, changing the creative direction or strategy of the advertising or selling into new markets. How will your consumers react to the decisions you make and how will your competitors respond pThis book takes you through the market research process from initial problem identification through research design, consideration of alternative methodologies, briefing an agency, questionnaire design and approval, to managing the project, analysis and presentation