Accessible and reader-friendly this handbook promotes the curent 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 current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

Trusted Adviser: How It Helps Lay the Foundations for Insights

RajivGroverUniversity of Georgia
MarcoVriensMicrosoft Corporation

As alluded to in the Introduction of the book, the trusted adviser status enables the market researcher to delineate the right problem definition, which, in turn, ensures that insights will be generated. In this chapter, we develop two processes for ...

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