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.

Dealing With Missing Data in Surveys and Databases

MarcoVriensMicrosoft Corporation
SandipSinharayEducational Testing Service

Customer surveys and internal customer databases often have missing data. Missing data in surveys can arise for various reasons. For example, they can arise because a respondent did not know the answer (“don't know” response); the respondent was not comfortable ...

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