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.

Deep Engagement With Consumer Experience: Listening and Learning With Qualitative Data

Eric J.ArnouldUniversity of Arizona
AmberEppUniversity of Nebraska

The exhortation to get close to customers, to listen to their voices, and to learn from their experiences is well served through the judicious application of research methods employing qualitative ...

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