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?Haller discloses many of the warts and blemishes of marketing research. ... This is a thoughtful presentation of many of the problems encountered in the collection, analysis, and application of marketing research. ... He identifies many of the erroneous practices he has encountered in his many years of research, and illustrates why they are faulty. Most of these errors fall into one of four major categories--logic, design, sequence, and analysis. ... The book's primary audience should be marketing researchers (regardless of their years of experience) and those managers and executives who rely on marketing research to guide their decisions. It would also be a useful book for college seminar courses on research or advertising. Both public and university libraries.?-Choice
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