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Ten things you need to know about market research

Ian Marcousé provides a framework of ten concepts for your marketing revision

Reasons why research results may be pulled away from the true figure. This may be due to the conscious or unconscious actions of an executive, or due to a failure in the sampling process.

Example: an overrepresentation of older consumers may bias the findings in favour of the status quo instead of change.

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Payment protection insurance (PPI): the £40 billion business disaster

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Big data

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