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.

Cluster Analysis and Factor Analysis

SubhashSharmaUniversity of South Carolina
AjithKumarArizona State University

Consider the following situations:

  • The marketing manager of a large financial institution is interested in developing portfolios of product offerings that would appeal to various market segments.
  • The manager of a large telecommunication company is interested in ...
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