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Research reports

Decision-makers' guide: The 12 killer questions

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.

Catalogue: ESOMAR Codes And Guidelines
Authors: David Smith, ESOMAR B.V.
June 15, 2007
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Citation

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


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