Describe how a literature search is useful in marketing research.
Answer to relevant QuestionsDo the stages in the research process seem to follow the scientific method? What is the difference between anonymity and confidentiality? What obligations does a researcher have with respect to confidentiality? Why is marketing research such an attractive career today? What is laddering? How might it be used in trying to understand which fast-food restaurant different segments of customers prefer? What are the basic categories (orientations) of qualitative research?
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