Marketing research
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eBook Essentials of Marketing research_Hair et al. (4th Ed, 2017)

Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

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Chapter 3_Secondary Data, Literature Reviews, and Hypotheses

Learning objectives: Understand the nature and role of secondary data. Describe how to conduct a literature review. Identify sources of internal and external secondary data.

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