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

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.

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Bibliographic Details
Corporate Author: Sage Publications
Other Authors: Grover, Rajiv, 1953- (Editor), Vriens, Marco (Editor)
Format: Electronic eBook
Language:English
Published: Thousand Oaks : Sage Publications, ©2006.
Subjects:
Marketing research.
Online Access: Full text (Wentworth users only)
Local Note:ProQuest Ebook Central

Internet

Full text (Wentworth users only)

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