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Understand What Others Don’t

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AUTHOR(S):

Bonnie Johnson , Area Chair/Research, Interval Research; Davis Masten, Principal, Cheskin Research

 

While “insight” is the goal of consumer research, Bonnie Johnson and Davis Masten question whether most of the research done today yields insight. They suggest that to make truly valuable discoveries, managers and researchers need to be experienced and ha

 

PUBLISHED: 1998

 

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