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.
What Do “Really Good” Managers and “Really Good” Researchers Want of One Another?
What Do “Really Good” Managers and “Really Good” Researchers Want of One Another?
The effective application of market research requires high-quality information. Indeed, most chapters in this handbook are dedicated to defining high-quality information and how it is affected by ...
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