The Handbook of Marketing Research: Uses, Misuses, and Future Advances

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9781412909976: The Handbook of Marketing Research: Uses, Misuses, and Future Advances
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"This handbook comprehensively explores approaches for delivering market insights for fact-based decision-making in a market-oriented firm. Divided into four parts, it addresses: (1) the different nuances of delivering insights, (2) quantitative, qualitative, and online data gathering techniques, (3) basic and advanced data analysis methods, and (4) the substantial marketing issues that clients are interested in receiving through marketing research. It is a valuable resource for all studetns and instructors of marketing research." (APADE 2006-12-05)

"Grover and Vriens have blended the contributions of 48 well-qualified academics and professionals to produce a comprehensive, in-depth guide to modern market research. A unique feature of this work is its emphasis on the potential of market research as a generator of marketing insights, this positioning market research as a trusted adviser. This handbook can serve as an up-to-date reference for market research suppliers as well as a guide for users. Highly Recommended." (W. C. Struning 2007-01-18)

"In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text.  I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book."  

                                                                                    ―
Guldem Gokcek, JOURNAL OF MARKETING (Guldem Gokcek Journal of Marketing - July 2007, Volume 71, Number 3 2008-03-03)

Reseña del editor:

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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Grover, Rajiv, Vriens, Marco
Verlag: SAGE Publications, Inc (2006)
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