Forum – Small business market research: examining the human factor
Robert P. HamlinUniversity of Otago, New Zealand
THE HUMAN FACTOR WITHIN COMMERCIAL RESEARCH
As a marketing academic it is part of my job to teach market research to large groups of undergraduate, graduate, MBA and research students. The market research texts that support these courses are highly technical in nature – as they should be, because market research is a highly technical business. There is a high degree of consensus among our texts and our teachers as to when, where and how the research techniques that comprise...