search query: @author Tauber, E. / total: 2
reference: 1 / 2
« previous | next »
| Author: | Tauber, E. |
| Title: | The Risk of Research |
| Journal: | Journal of Advertising Research
1987 : FEB/MARCH, VOL. 27:1, p.7 |
| Index terms: | MARKET RESEARCH RISK MEASUREMENT EFFICIENCY |
| Language: | eng |
| Abstract: | Before conducting a marketing research study, a manager must know the risk of issue being studied, the cost of the study and the risk of the study. In general, studies of facts are lower risk and studies of motivations are higher risk. Since researchers rarely know about validity it would be useful to talk about research risk.Now the only dimension discussed is research cost. |
« previous | next »
SCIMA