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Research papers

Why single measures are not enough

Clients want marketing research that informs them about what actions they should take, not only what their current situation is. This requires that marketing research use multiple measures instead of single measures, since single measures most often...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Lars Bergkvist
November 1, 2000
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Citation

Bergkvist, L. (2000a, November 01). Why single measures are not enough . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/why-single-measures-are-not-enough-