Scalpel or hand grenade?
Understanding client decision making

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Author(s): Sangeeta Gupta, Subhransu Rout
Collection: Congress 2007 - Excellence - Celebrating 60 years
Keywords: Statistic Analysis

ESOMAR Congress 2007 Award Nominee - Best Methodological Paper
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Members: EUR 12.00

The market research industry spends a great deal of time and effort to understand how their clients’ consumers make decisions – what needs their clients’ products satisfy, what choices consumers make versus their clients’ competitors, how communication developed by their clients is absorbed and processed.

Of value to both research practitioners and their clients is an application of the same sorts of skills to examine how their clients make decisions, and especially to understand how they absorb and process information, and the ways these can be impacted to mutual benefit.

This presentation reviews an analytical framework that sheds light on these issues.

 



Date of publication: 19.09.2007
ISBN: 92-831-0208-8
Order Code: CON07_04
Number of pages: 15

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