oa Journal of Marketing - Who researches the researchers?



The market research industry is a bit like Leonard Cohen. Or Marmite. Or even Manchester United. Some people love market research (usually clients) and some loathe it (almost every creative director). But whichever side of the fence you're on, even if you're a rabid opponent, you would probably still concede that most research is conducted with a high degree of competence, and to standards that can withstand rigorous enquiry.


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