Cover image for Inside information : making sense of marketing data
Inside information : making sense of marketing data
Smith, D. V. L. (David Van Lloyd)
Publication Information:
Chichester ; New York : John Wiley & Sons, [2001]

Physical Description:
xi, 260 pages : illustrations ; 24 cm
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Electronic Access:
Table of Contents
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Material Type
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HF5415.2 .S56 2001 Adult Non-Fiction Non-Fiction Area

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The marketing information available to us doubles every five years.Increasingly, not only will marketing organizations have moreaccess to data, but a lot of this information will be its owninternal data, rather than information being supplied by anexternal market research agency.
In the future the successful marketing executives will be those whocan quickly assimilate the plethora of incoming information abouttheir markets and their customers, and from this information seethe "big picture" and then take intelligent action. In the newMillennium, those who survive and flourish in marketing will bethose who can quickly identify the 'messages' that are often hiddendeep in their market and customer information. People who can see'shapes and patterns' in data will be the ones who willsuccessfully change and improve their organizations. The successfulwill be those who can quickly reject extraneous information andidentify the overarching trends and themes that can be detectedfrom different combinations of marketing evidence. Those who failwill be those who are overwhelmed with the minutia of informationand are unable to get on top of what this growing mountain ofmarketing information is really telling them.
This book provides the way forward for all marketers faced with theabove challenges. It highlights the basic principles aboutinformation, acknowledging the fact that we are entering a new erathat is well away from the old fashioned model of a market researchagency supplying survey type data. Increasingly, this process willbe replaced with a much more instantaneous process where data fromdifferent sources - internal and external - are quickly fired atthe marketer, with he/she being expected to make immediate sense ofit. Inside Information is one of the first to respond to this newinformation era for understanding information. The book is a userfriendly, very accessible book for the marketing manager who needsto process mountains of marketing information, but who will nothave the time, or inclination to read detailed texts.

Author Notes

DR DAVID SMITH is Chairman of DVL Smith Ltd, a business researchagency, part of the Incepta Group plc, and also a VisitingProfessor at the University of Hertfordshire Business School. He isa Fellow and Vice President of the Market Research Society, and aformer Chairman of the Society. He is a silver medal holder of theMarket Research Society, and has received Best Paper Awards forpapers presented at Market Research Society, ESOMAR and alsoBusiness and Industrial Group conferences. He is a graduate memberof the British Psychological Society and a member of the CharteredInstitute of Marketing and the Institute of Management Consultants.He holds a doctorate in organisational psychology from BirkbeckCollege, University of London.

JONATHAN FLETCHER is a Director of DVL Smith Ltd. He holds aresearch degree in philosophy from the University of Cambridge.Prior to joining DVL Smith Ltd he worked in the Bank of England. Hehas given papers at various ESOMAR and Market Research Societyconferences, in addition to contributing chapters on marketresearch methodology to various books. With the Managing Directorof DVL Smith Ltd, Andy Dexter, he won the Best Methodological PaperAward at the 1999 ESOMAR Congress.

Reviews 1

Choice Review

Smith and Fletcher collaborated in this volume to provide insight into the world of practical marketing research. Based on their combined experience in the industry, the authors offer a multitude of examples to illustrate classic textbook concepts. The topics they cover, which include the proper use of information, different data collection methods, and approaches to decision making, may interest anyone involved in any aspect of the marketing research process. By virtue of its definitively pragmatic emphasis, the book does an excellent job of moving beyond the traditional treatment of each area. In particular, the integration of electronic methods of data collection and a separate chapter on holistic data analysis give the work a decidedly 21st-century slant. Each chapter is effectively organized around an individual theme, filled with checklists, prescriptions, how-to lists, and the like. The book presupposes no previous knowledge of marketing research and therefore may appeal to a wide audience, ranging from general readers and practitioners to students at any level of higher education. Faculty may also find it useful for the examples alone. S. D. Clark St. John's University (NY)

Table of Contents

ForewordAndrew McIntosh
Mastering Twenty-First-Century Information
Acquiring Effective Information Habits
A Primer in Qualitative Evidence
Understanding Survey Data
Designing Actionable Research
Holistic Data Analysis
Information-Based Decision-Making