Fact is that MR started as an applied area with most of the professionals having no solid / theoretical background. Even today very few are fully qualified (most had a MR course or none).
On the other hand, MR textbooks usually present specific techniques or methods but cover rather poorly the challenge how to cope with the overall approach & assess a research case properly. As a result, even skillful researchers tend sometimes to select the most usual approaches or running the risk to totally ignore other options (by habit or ignorance).
The experienced authors attempt to fill the void and do so successfully. In this book, they cover methodologically all the aspects of the initial and very important phase of every research project. And they provide a very useful roadmap for the researcher or the marketer:
-How to identify a research problem correctly
-How to translate business questions into research items
-How to choose the most suitable approach or method
By employing a simple, still comprehensive and consistent language, ‘What's the question’ presents a 360 approach over all the MR tools today, helping especially to a wise selection among them and avoiding possible pitfalls down the road, via a large number of real case studies.
Highly recommended
Yiannis Karalis
Senior Market Researcher / Consultant at Independent-Professional
On the other hand, MR textbooks usually present specific techniques or methods but cover rather poorly the challenge how to cope with the overall approach & assess a research case properly. As a result, even skillful researchers tend sometimes to select the most usual approaches or running the risk to totally ignore other options (by habit or ignorance).
The experienced authors attempt to fill the void and do so successfully. In this book, they cover methodologically all the aspects of the initial and very important phase of every research project. And they provide a very useful roadmap for the researcher or the marketer:
-How to identify a research problem correctly
-How to translate business questions into research items
-How to choose the most suitable approach or method
By employing a simple, still comprehensive and consistent language, ‘What's the question’ presents a 360 approach over all the MR tools today, helping especially to a wise selection among them and avoiding possible pitfalls down the road, via a large number of real case studies.
Highly recommended
Yiannis Karalis
Senior Market Researcher / Consultant at Independent-Professional
