Close, but no cigar. How Research Almost Helped Market Turkey to the EC

Philippe Boutié

The time is early 1989. The Berlin wall is up.

Close, But No Cigar. How Research Almost Helped Market Turkey to the EC.

Philippe Bouti Burson-Marsteller, France

What do clients - research buyers - call 'research'? All too often, they naively believe that research simply means gathering facts and analyzing them: (see Figure 1)

Of course, we- research suppliers- know that there is more to research than field, code and tab, don't we? Questionnaire-writing may be an art form, but we know that getting the facts right - and the right facts! - and analyzing them with insight is the relatively easy part of research. What is...

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