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Listen to author Alan Wilson introduce the main themes and topics of each chapter in the book.
Chapter 1: The role of marketing research and customer information in decision making
Chapter 2: The marketing research process
Chapter 3: Secondary data, customer databases and big data analytics
Chapter 4: Collecting observation data and social media listening
Chapter 5: Collecting qualitative data
Chapter 6: Collecting quantitative data
Chapter 7: Designing questionnaires
Chapter 8: Sampling methods
Chapter 9: Analysing qualitative data
Chapter 10: Analysing quantitative data
Chapter 11: Presenting the research results
