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An exploration of the use, types and applications of experiments in market research. This work explains that the primary reason that experiments are valuable to assist decision-making involves the concept of causality, a cause-and-effect relationship.

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Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to evaluate the quality of secondary data, and how to locate secondary data.