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The Handbook of Marketing Research : Uses, Misuses, and Future Advances

	The Handbook Of Marketing Research : Uses, Misuses, And Future Advances by Rajiv Grover, Marco Vriens
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Accessible and reader friendly this handbook promotes the current overatching business philosophy of customer market focus by emphasizing the need for market research to provide the insights required for marketing decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires and professionals whose job is to skew focus group responses. ISBN : 9781412909976

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