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.

Structuring Market Research Departments and Processes for Optimal Impact

MarcoVriensMicrosoft Corporation
RajivGroverUniversity of Georgia

Chapter 1 outlines a model for elevating the status of a market researcher to that of a trusted adviser. The chapter contends that the benefit to the organization of incorporating the role of ...

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