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Fundamentals of Marketing Research ReviewI was introduced to this book while taking a market research course during my MBA. As a product marketing manager at a software firm, I have found this text indispensible for our in-house research efforts.While likely targeted toward those with some market research or statistics backgrounds, this book actually provides the information a capable beginner would need to take a market research project from the planning and research design stages, to appropriate techniques for collecting and measuring research data, and ultimately to data analysis and reporting on findings.
While daunting in page count, one should consider this their market research 'bible.' Plan on tossing your book shelf of market research texts and pick up this all in one resource.Fundamentals of Marketing Research Overview
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