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Decision-makers' guide: The 12 killer questions

Date of publication: June 15, 2007

Catalogue: ESOMAR Codes And Guidelines

Authors: David Smith, ESOMAR B.V.

Abstract:

The guide takes the form of a hierarchy of twelve questions, through which we would recommend decision-makers work in order to arrive at an informed view of the robustness of the consumer evidence they are using for decision-making.

David Smith

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ESOMAR B.V.

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This is a long description of some author details.

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Citation

Smith and B.V. (2007a, June 15). Decision-makers' guide: The 12 killer questions . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/decision-makers-guide-the-12-killer-questions-