research guides to market research
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Welcome to Benchmark's Guide to Market Research. Market research is potentially a highly valuable tool for any organisation, but only if the research activity is properly planned and suitably executed. Numerous text books and business guides have been published over the years, covering most applications of research, many of which provide very useful theoretical and technical background to most aspects of conducting research.

However, many of these publications place less emphasis on practical problems and challenges encountered during the research process.As practitioners of market research, we are frequently asked questions just about everything in the research process. The "Benchmark Guide to Research" has been compiled to provide answers to many of these questions from a practitioner's perspective. It is not intended to be exhaustive, but provides a concise overview of the various stages of research, from conceptualisation and design through to using statistics and interpreting research data.


You can view these guides online or download them to your desktop.

  • "Writing effective research briefs"

    A short guide to the elements of a successful research brief. Find out how to write a brief in a format which will get the best response from a market research agency.
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  • "Making Use of Market Research...the tools of the trade"

    An introduction to market research, what it can achieve and the tools available to address real marketing challenges.
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  • "Glossary of research terms"

    An "a-z" of commonly used research terms. Find your way round the maze of research terminology.
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  • "An introduction to sampling and statistics"

    Faced with seemingly unique jargon, many people view statistics as a dark art. Find out how to de-mystify the jargon and use statistics to make sensible business decisions from research data.
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  • "Getting the Most out of Research"

    The data has been collected and its time to look at the results. So how do you use charts and data tabulations to get the most out of the data.
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  • "What is market research for?"

    If the survey data is to do more than sit on a shelf, you need to find ways of bringing the data alive. The value of research is not in gathering data, but in turning research findings into actions. Find out how.
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| Guide to Research