Strategic Market Research: A Guide to Conducting Research that Drives Businesses

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iUniverse, 2010 - Business & Economics - 96 pages
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What's wrong with traditional market research? - The strategic-question approach to market research - Using hypotheses to guide the research - Choosing the right method and designing the study - Obtaining the depth required for insight - Reading the hidden communications of research respondents - Analyzing qualitative data - Analysing quantitative data - Interpreting results and going beyond the data - Common pitfalls in market research.

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