Handbook of marketing research, the: uses, misuses, and future advances
Auteur :
Grover, Rajiv / Vriens, Marco
Éditeur :
SAGE Publications Inc
ISBN :
9781412909976
Date de publication :
17 août 2006
Dimensions :
25,4 x 17,7 cm
Poids :
1420 g
Langue :
Anglais
Pays d'origine :
USA
Promotes the 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 trends as biased sample answers on long questionnaires, and "professionals" whose job is to skew focus group responses.