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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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2011
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| Online Access: | 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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| Institution: | Singapore Management University |
| Language: | English |