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Four themes define this cutting edge book: A strong emphasis on how to use marketing research to make better management decisions; a focus on understanding and interpreting marketing research studies; application of marketing research to marketing and business situations, and integration of data analysis, interpretation, application, data presentation, and decision making throughout the entire text. Research is put into practice in every chapter. Data sets and files related to the Dealing with Data sections and a comprehensive case are available at an accompanying website.

Marketing Research Principles: Putting Research into Practice