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 independent consultant in the market research industry, especially because he knows it to be mostly true. Speaking at SMU's Centre for Marketing Excellence, he noted that many market researchers often mistake 'statistical significance' for 'business significance'.
Business | Marketing
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Turning market research's focus away from the shovel and to the hole. (2011). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/325