The handbook of marketing research : uses, misuses, and future advances /
Title By: Grover, Rajiv [Editor.] | Vriens, Marco [Editor.]
Material type:
BookPublisher: Thousand Oaks : Sage Publications, c2006.Description: xi, 705 p. : ill ; 26 cm.ISBN: 141290997X; 9781412909976Program: MARK217 MARK936Subject(s): Marketing researchDDC classification: 658.8/3
Summary:
Accessible and reader-friendly this handbook promotes the curent 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 current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 HA ND (Browse shelf) | Available | T0045891 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
Includes bibliographical references and index.
MARK217 MARK936 UOWD
Accessible and reader-friendly this handbook promotes the curent 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 current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.