The Research Mix

  • Chris West
Part of the Macmillan Business Masters book series


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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© Chris West 1999

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  • Chris West

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