Turning market research's focus away from the shovel and to the hole
Business decisions should be guided by reliable data and research. Enter the market researcher – a professional who is perhaps better known for churning out lengthy reports with lots of tables and charts, than for advising senior executives on strategy. This stereotype frustrates Mike Sherman, an in...
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2011
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sg-smu-ink.ksmu-13242018-07-09T04:05:03Z Turning market research's focus away from the shovel and to the hole Knowledge@SMU Business decisions should be guided by reliable data and research. Enter the market researcher – a professional who is perhaps better known for churning out lengthy reports with lots of tables and charts, than for advising senior executives on strategy. This stereotype frustrates Mike Sherman, an independent consultant in the market research industry, especially because he knows it to be mostly true. Speaking at SMU's Centre for Marketing Excellence, he noted that many market researchers often mistake 'statistical significance' for 'business significance'. 2011-03-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/ksmu/325 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1324&context=ksmu http://creativecommons.org/licenses/by-nc-nd/4.0/ Knowledge@SMU eng Institutional Knowledge at Singapore Management University Business Marketing |
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Business Marketing Knowledge@SMU Turning market research's focus away from the shovel and to the hole |
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Business decisions should be guided by reliable data and research. Enter the market researcher – a professional who is perhaps better known for churning out lengthy reports with lots of tables and charts, than for advising senior executives on strategy. This stereotype frustrates Mike Sherman, an independent consultant in the market research industry, especially because he knows it to be mostly true. Speaking at SMU's Centre for Marketing Excellence, he noted that many market researchers often mistake 'statistical significance' for 'business significance'. |
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| title |
Turning market research's focus away from the shovel and to the hole |
| title_short |
Turning market research's focus away from the shovel and to the hole |
| title_full |
Turning market research's focus away from the shovel and to the hole |
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Turning market research's focus away from the shovel and to the hole |
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Turning market research's focus away from the shovel and to the hole |
| title_sort |
turning market research's focus away from the shovel and to the hole |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2011 |
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https://ink.library.smu.edu.sg/ksmu/325 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1324&context=ksmu |
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