1. Types of organization -- 2. Knowledge is the most important asset of a company -- 3. Decision making in an organization -- 4. The market research function within an organization -- 5. Buyer-supplier relationships -- 6. The nature and scope of quantitative data -- 7. Qualitative information and its relationship to quantitative information -- 8. Designing the research -- 9. Managing the research process from within the company -- 10. Managing the results -- 11. Knowing the future -- 12. Conclusion -- App. The market research society code of conduct
