The Handbook of Marketing Research

Author : Marco Vriens,Rajiv Grover

Hardback

Published : Thursday 17 August 2006

ISBN : 9781412909976

Price : €181.35

Description

Promotes the overarching business philosophy of customer/market focus, by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling trends as biased sample answers on long questionnaires, and "professionals" whose job is to skew focus group responses.

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