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Synopsis
This is the first and only marketing research text to offer a true applications approach to the subject. It is based on the premise that most students will make use of marketing research in their careers, but few will actually do research. Therefore, the focus throughout is on how to use research. Emphasis is also given to practical applications that students are likely to encounter in their marketing careers - to help them communicate better with research professionals and make better marketing decisions.
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Marketing Research: Principles and Applications
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