Marketing Research Trends: Issues and Research Direction
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Abstract
Marketing research is the systematic and objective conceptualization of a marketing problem, and the consequent collection, analysis, interpretation and reporting of data and information in order to clarify the marketing problem and/or solve it. It has both theoretical and practical forms of importance, with varying trends in issues, methods and practices. This paper examines salient marketing research trend issues and proposes a research direction in business organizations which will help to provide relevant theoretical and practical insights and opportunities.
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International Journal of Business Studies by Sekolah Tinggi Manajemen IPMI is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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