Follow your hunch

Edwards, Paul
December 2007
Marketing (00253650);12/5/2007 Supplement, p33
Trade Publication
The article offers his views on marketing research that has assumed new dimensions. Consumer satisfaction and consumer insight continue to command more value when it comes to marketing research. It says that gone are the days when the role of the researcher was to crunch the data and emerge with some tentative findings. Now it is more about hypothesis that will be backed up by searching the data for support or contradiction.


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