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Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
Marketing Research and Information Systems

Chapter Objectives

This chapter covers:
1. The different types of marketing research available
2. The stages in the marketing research process
3. The nature and role of exploratory research
4. Survey design decisions: sampling, survey method, and questionnaire design issues
5. The nature and purpose of marketing information systems and the role of marketing research within such systems








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