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Marketing - Marketing Research and Market Research

 

 
The market research function within an organization Book chapter. Many organizations have a group of people dedicated to providing information from survey research to the organization. In commercial companies this has historically been called the market research department, but is now increasingly being called a customer or consumer insight group, and this change in name does reflect a genuine difference in intent which will be explored later in the chapter. The paper starts with a description of the basic function of the market research department. pdf

 

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Status: 21. November 2012