The Handbook of Marketing Research
Uses, Misuses and Future Advances
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Handbook of Marketing Research by Rajiv Grover
Book DescriptionAccessible 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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Book DetailsISBN: 9781412909976
(254mm x 178mm x 42mm)
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 17-Aug-2006
Country of Publication: United States
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Author Biography - Rajiv Grover
Dr. Rajiv Grover is the Head of the Marketing Department and holder of the Terry Chair of Marketing at the Terry College of Business, The University of Georgia in Athens, Georgia. The Department of Marketing houses the unique Master of Marketing Research program, and through the Department's Center of Marketing Studies it conducts several executive programs in Marketing Research. Dr. Grover has received several honors for his research and teaching efforts including the O'Dell award for the best paper in the Journal of Marketing Research and the Hugh O. Nourse Outstanding MBA Teacher Award. He received a Ph.D. degree in Marketing from the University of Massachusetts at Amherst; an MBA degree from Indian Institute of Management, Calcutta; and an Electronics Engineering BTech degree from IIT, Kharagpur. Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown IntelliQuest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including the David K. Hardin memorial award. He is also author of Conjoint Analysis in Marketing (University of Groningen, 1995). He has been a consultant to many leading companies such as IBM, Intel, Dell, and Philips. He received his Masters in Psychology in 1987 from Leyden University and his Ph.D. in Business Administration from the University of Groningen (1995).
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