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The Handbook of Marketing Research: Uses, Misuses, and Future Advances Rajiv Grover
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The Handbook of Marketing Research: Uses, Misuses, and Future Advances
Rajiv Grover
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.
720 pages, Illustrations,
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 17 de agosto de 2006 |
| ISBN13 | 9781412909976 |
| Editores | SAGE Publications Inc |
| Páginas | 720 |
| Dimensiones | 184 × 257 × 44 mm · 1,41 kg |
| Lengua | Inglés |
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