Summary
Contents
Subject index
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.
Response Biases in Marketing Research
Response Biases in Marketing Research
When a researcher collects data from research participants, the expectation is that the observed measurements are accurate indicators of the constructs of interest. For example, if the researcher is interested in the construct of brand loyalty and administers a question that asks respondents to indicate how committed they feel to the brands they buy, the answers should reflect respondents' true standing on brand loyalty. Unfortunately, it is usually unrealistic to assume that measurements will be free of error, so the researcher tries to make the error as small as possible, either by taking appropriate precautions before the measurements are obtained or by correcting observed measures after the data have been collected. Of course, it is first ...
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