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The Handbook of Marketing Research

By: Rajiv Grover (Author) , Marco Vriens (Author)

Manufacture on Demand

Ksh 36,750.00

Format: Hardback or Cased Book

ISBN-13: 9781412909976

Publisher: SAGE Publications Inc

Publication Date: Aug 17th, 2006

Weight: 1406 grams

Dimension: 25.70 x 18.40 x 4.40 cms

Category: Market research

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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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