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

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 Connect to the full text of this electronic book