search query: @author Marshall, B. / total: 3
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| Author: | Ritchie, L. Marshall, B. |
| Title: | Applying business-to-business evidence: the client's view |
| Journal: | International Journal of Market Research
2002 : VOL. 44:1, p. 107-120 |
| Index terms: | BUSINESS-TO-BUSINESS CLIENTS MARKET RESEARCH |
| Language: | eng |
| Abstract: | The overriding concern of any market research manager is to ensure research is applied effectively within their organisation. In BT, there is no exception to that concern. Three key issues that have been faced are discussed in this paper. They are: 1)research evidence is often thought to be too general, 2) research can be seen to be too specific and 3)business decisions are generally taken within complex environment. |
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