California State University, Northridge WordmarkOviatt Library WordmarkOviatt Library Catalog Wordmark
Title The handbook of marketing research [electronic resource] : uses, misuses, and future advances / edited by Rajiv Grover, Marco Vriens.
Published Thousand Oaks, Calif. ; London : SAGE, c2006.
Book Cover

 Electronic Reference  HF5415.2    ONLINE
Description 1 online resource (xi, 705 p.) : ill.,.
Bibliography Includes bibliographical references and index.
Summary Promoting the overarching business philosophy of customer/market focus, this book identifies such troubling trends as biased sample answers on long questionnaires, and 'professionals' whose job is to skew focus group responses.
Note Description based on print version record.
Subject Marketing research.
Related Names Grover, Rajiv, 1953-
Vriens, Marco.
Collection Title SAGE knowledge.
Related To Print version 9781412909976
ISBN 9781412973380 (ebook) : No price