>> Operation Management
Too frequently, businesses approach research studies as fishing expeditions, framing vague questions like "How do customers feel about our brand?" or "What are best practices in sales?" More precisely defined questions, such as "What are the top three qualities associated with our brand?" or "How does the number of sales visits correlate to prospect conversion?" produce results that are more actionable and less prone to biased interpretation (Knickelbine , 2016). Elaborate!