The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook 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 resolving through marketing research.

What do: “Really Good” Managers and “Really Good” Researchers Want of One Another?

What do: “Really good” managers and “really good” researchers want of one another?

The effective application of market research requires high-quality information. Indeed, most chapters in this handbook are dedicated to defining high-quality information and how it is affected by organizational dynamics, data collection decisions, analysis and modeling strategies, and application contexts such as advertising testing, market segmentation, and cross-cultural marketing. The importance of the guidelines in these chapters cannot be stressed enough, especially since all research methods are compromises with reality. The do's and don'ts this book offers will help readers manage these compromises.

However, technical competence in collecting and analyzing data in market research is not enough. A special ingredient is required ...

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