Planning and managing market research: Electric utility market research monograph series: Monograph 1
The market research techniques available now to the electric utility industry have evolved over the last thirty years into a set of sophisticated tools that permit complex behavioral analyses that earlier had been impossible. The marketing questions facing the electric utility industry now are commensurately more complex than ever before. This document was undertaken to present the tools and techniques needed to start or improve the usefulness of market research activities within electric utilities. It describes proven planning and management techniques as well as decision criteria for structuring effective market research functions for each utility's particular needs. The monograph establishes the parameters of sound utility market research given trade-offs between highly centralized or decentralized organizations, research focus, involvement in decision making, and personnel and management skills necessary to maximize the effectiveness of the structure chosen.
- Research Organization:
- Electric Power Research Inst., Palo Alto, CA (USA)
- OSTI ID:
- 6979970
- Report Number(s):
- EPRI-EM-4961; ON: TI87920336
- Country of Publication:
- United States
- Language:
- English
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