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This is an authoritative, twentyfirstcentury guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the bestknown practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides stateoftheart coverage of a spectrum of marketing research topics including the process from data to knowledge, the current practice of marketing research, and the variety of specialized forms of research. It also offers perspectives on issues of particular importance to the Information Age, such as Internet research and computeraided qualitative data analysis.
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