The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

PRAISE FOR THE INSIGHTS ADVANTAGE

..". this important work will provide the CEO with a blueprint on how to compete with smarter insights."
-Thomas Harrison, chairman and CEO of Diversi ed Agency Services (DAS), an Omnicom Group Inc. division

"Data and analytics are great, but only insofar as they yield insights. If you're serious about insight-driven marketing and sales, you'll read this book and apply its lessons. It's your rst step toward decisions based on valid and unique insights about your customers."
-Thomas H. Davenport, President's Distinguished Professor, Babson...

PRAISE FOR THE INSIGHTS ADVANTAGE

..". this important work will provide the CEO with a blueprint on how to compete with smarter insights."
-Thomas Harrison, chairman and CEO of Diversi ed Agency Services (DAS), an Omnicom Group Inc. division

"Data and analytics are great, but only insofar as they yield insights. If you're serious about insight-driven marketing and sales, you'll read this book and apply its lessons. It's your rst step toward decisions based on valid and unique insights about your customers."
-Thomas H. Davenport, President's Distinguished Professor, Babson...