Handbook of Marketing Research

Accessible and reader friendly, "The Handbook of Marketing Research" promotes the current 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.