The handbook of marketing research
The handbook of marketing research uses, misuses, and future advances / [electronic resource] :
edited by Rajiv Grover, Marco Vriens.
- Thousand Oaks, Calif. ; London : SAGE, c2006.
- 1 online resource (xi, 705 p.) : ill.,.
Includes bibliographical references and index.
Promoting the overarching business philosophy of customer/market focus, this book identifies such troubling trends as biased sample answers on long questionnaires, and 'professionals' whose job is to skew focus group responses.
Specialized.
9781412973380 (ebook) : No price
Marketing research.
Electronic books.
HF5415.2
658.83
Includes bibliographical references and index.
Promoting the overarching business philosophy of customer/market focus, this book identifies such troubling trends as biased sample answers on long questionnaires, and 'professionals' whose job is to skew focus group responses.
Specialized.
9781412973380 (ebook) : No price
Marketing research.
Electronic books.
HF5415.2
658.83