Summary
Contents
Subject index
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.
Basic Data Analysis
Basic Data Analysis
From a managerial perspective, data can be viewed as recorded information useful for making decisions. Completed questionnaires or other measurement instruments must be edited, coded, entered into a data set for processing by computer, and carefully analyzed before their complete meanings and ...
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