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The handbook of marketing research : uses, misuses, and future advances / edited by Rajiv Grover, Marco Vriens.

Contributor(s): Material type: TextTextPublication details: Thousand Oaks : Sage Publications, c2006.Description: xi, 705 p. : ill ; 26 cmISBN:
  • 141290997X
  • 9781412909976
Subject(s): DDC classification:
  • 658.8/3 22
LOC classification:
  • HF5415.2 .H286 2006
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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.83 HA ND (Browse shelf(Opens below)) Available T0045891

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.

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