The handbook of marketing research [electronic resource] : uses, misuses, and future advances / edited by Rajiv Grover, Marco Vriens.

Contributor(s):

Publication details: Thousand Oaks, Calif. ; London : SAGE, c2006.Description: 1 online resource (xi, 705 p.) : illISBN:

9781412973380 (ebook) :

Subject(s):

Marketing research

Genre/Form:

Electronic books.

Additional physical formats: Print version :: No titleDDC classification:

658.83 22

LOC classification:

HF5415.2

Online resources:

Summary: 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.

Item type:

eBooks

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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.

Description based on print version record.

Includes bibliographical references and index.