Textbooks, instructors at other schools, and students all seem to have some really cockeyed ideas about marketing research … or maybe I do.
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Solid research and a commitment to customer experience can appropriately frame the discussions in an offsite or budget-planning meeting, and can make the process much more efficient and fulfilling.
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To me, the NPS as it’s most commonly used – one question, lobbed at you seemingly at random – is an absolutely awful measure of customer behavior.
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