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- Title
A Tale of Three Researchers.
- Authors
SMITH, PAUL
- Abstract
The article discusses the characteristics and skills of best consumer researchers. It describes that an average researcher has the ability to design, execute and analyze any data and tests that are requested. It indicates that a better researcher would make sure it is the right data or test to answer the business question being asked. It notes that the best researcher will ensure the right business question that is being asked in the first place. It highlights the lessons about marketing research which illustrate one more idea important to any leader.
- Subjects
CONSUMER research; MARKETING strategy; MARKETING research; MARKET surveys; MARKETING consultants; DATA analysis; LEADERSHIP; MARKETING models; MARKETING theory
- Publication
Marketing Research, 2012, Vol 24, Issue 4, p6
- ISSN
1040-8460
- Publication type
Article