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The handbook of marketing research : uses, misuses, and future advances /

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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.

Bibliographic Details
Other Authors: Grover, Rajiv, 1953-, Vriens, Marco
Format: eBook
Language:English
Published: Thousand Oaks, Calif. ; London : SAGE, [2006]
Subjects:
Marketing research.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
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.
Physical Description:1 online resource (xi, 705 pages) : illustrations,.
Audience:Specialized.
Bibliography:Includes bibliographical references and index.
ISBN:9781412973380 (ebook) :