The Handbook of Marketing Research: Uses, Misuses, and Future Advances - Rajiv Grover - Books - SAGE Publications Inc - 9781412909976 - August 17, 2006
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The Handbook of Marketing Research: Uses, Misuses, and Future Advances

Rajiv Grover

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The Handbook of Marketing Research: Uses, Misuses, and Future Advances

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.

720 pages, Illustrations,

Media Books     Hardcover Book   (Book with hard spine and cover)
Released August 17, 2006
ISBN13 9781412909976
Publishers SAGE Publications Inc
Pages 720
Dimensions 184 × 257 × 44 mm   ·   1.41 kg
Language English  
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