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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Too many outside entities come in with too limited a knowledge of their client’s business and too small a toolbox, and encourage their clients to run around the best backhand on tour. And too many clients don’t know their own business, take the advice and suffer the consequences.
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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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