Abstract
In research there are many ways of reaching the same objective. The difference between a survey approach and a business intelligence approach has already been referred to but even within each of those the mix of techniques can be variously structured to suit the objectives, the market environment and the budget that is available. In the ideal world of the academic researcher the research mix is driven by technical research considerations. In the real business world the enthusiasm for technique is invariably tempered by practical considerations such as cost and time.
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© 1999 Chris West
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West, C. (1999). The Research Mix. In: Marketing Research. Macmillan Business Masters. Palgrave, London. https://doi.org/10.1007/978-1-349-14681-9_13
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DOI: https://doi.org/10.1007/978-1-349-14681-9_13
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-72178-0
Online ISBN: 978-1-349-14681-9
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