Article: Market Research Matters: Tools and Techniques for Aligning Your Business

Market Research Matters: Tools and Techniques for Aligning Your Business. Robert Duboff and James Spaeth. 2000. New York: John Wiley & Sons. 320 pages.

Market research has been explored tirelessly ever since the introduction of a market system. The earliest salespeople, who may have been tribesmen in the Sahara Desert in search of goods to sell, probably comprehended the basic knowledge of market research. Today, market research has become so well defined and studied that marketers are thinking of even more ingenious methods of applying market research. One such examination, Market Research Matters, explores the systematic relationship between market research and business success. ...

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