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- Includes bibliographical references and index.
- 1. The nature of marketing research2. Planning the research project3. Secondary data4. Sampling5. Surveys6. Measurement and scaling7. Questionnaires8. Qualitative research9. Observations and experiments10. Quantitative data analysis11. Qualitative data analysis12. Evaluating, reports and presentation13. Applied marketing research14. Marketing research settings: business-to-business, services and internal marketing15. Global marketing research16. Marketing decision-support systemsFurther case studiesGlossaryBibliographyIndex.
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