It is possible to design a study, collect and analyze data, and write a report without conducting

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It is possible to design a study, collect and analyze data, and write a report without conducting a literature review. What are the dangers and drawbacks of conducting your research without doing a literature review? In your judgment, do the drawbacks outweigh the advantages? Why or why not?
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Essentials of Marketing Research

ISBN: 978-0073404820

2nd edition

Authors: Joseph Hair, Mary Wolfinbarger, Robert Bush, David Ortinau

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