Introduction Marketing research comprises one of the most important and fascinating facets of marketing (Malhotra and Birks (2003: p2)). "It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective" (Malhotra and Birks (2003: p6)). …
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