Not only should they buy this book, but everyone working in market research should study it thoroughly and apply it in their daily work. (Prof. Dr. Edward Groenland, Professor of Business Research Methodology, Nijenrode Business University)
In short, the authors provide a chrystal clear answer to the question 'What's the question?' (Max Kohnstamm, Tijdschrift voor Marketing)
Finally a book that deals extensively with subjects like problem analysis and the translation into research objectives. The number of publications about market research is impressive. These books usually deal with statistical aspects of the field and methodologies. But it's just like tennis. You can learn everything about service, volley and smash, but that doesn't mean that you know how to play and win a game. That makes this book one of a kind. (Lex Olivier, Retired CEO, Research International Netherlands)
This book is about the essence of market research and how to tackle marketing problems. You must reveal the core of the problem and phrase it in clear questions to be able to find the right answer. This book offers guidance that helps to find the right questions.The diagrams and structure of the chapters contribute to the applicability of the theoretical foundation of the book. (Wiebe de Ridder, Managing Consultant, USP-MC).
More reviews will follow as soon soon as the English version is published.