Handbook of Market Research

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Christian Homburg, Martin Klarmann, Arnd Vomberg 978-3319574110 Springer 2022

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In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications.

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