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.

A Guide to the Design and Execution of Segmentation Studies

William R.DillonSouthern Methodist University
SoumenMukherjeeMarketing & Planning Systems

Like many activities, the phrase “It's as much art as science” is perhaps as relevant to the execution of segmentation studies as any activity that is seemingly all about science. Market segmentation grew out of the recognition ...

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