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Designed as an introductory text, its offers a comprehensive, direct and accessible introduction to marketing research. Focusing on decisional research, the book covers principles of each topic and discusses ways of appropriately designing and implementing a research project. it enable readers to provide a meaningful information that help them to identify structure, and solve market problems. Features 1. This edition pays significant attention to the rapidly expanding area of international marketing research. 2. The text is interspersed with numerous exhibits as box-item. 3. appropriate use of methods and measurements for conducting market research is examined. 4. Discusses obstacles such as the insistent constraints of time and the economics of information acquisition.