Marketing Research

Marketing as a discipline is progressively becoming more scientific through advances in research techniques. From data mining to behavioral tracking, recent advances in acquiring and analyzing data provide an increasing level of confidence for managers to make decisions—in theory. Yet with all this information at their fingertips, executives and managers seem to be making pretty much the same mistakes that they’ve always made. The hits seem to come from inspiration or vision, and myriad failures seem to have been logical after looking at the data.

At the heart of this dilemma is the fact that most market research examines the executive mind while the habitual mind is driving the bus. The historical knowledge that managers ...

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