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The Handbook of Marketing Research
- Uses, Misuses, and Future Advances
- Binding:
- Hardback
- Pages:
- 720
- Published:
- August 16, 2006
- Dimensions:
- 184x257x44 mm.
- Weight:
- 1406 g.
Delivery:
2-3 weeks
Expected delivery: September 13, 2025
Description of The Handbook of Marketing Research
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.
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