ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Limitations of Market Research

S Srinivasan Market research serves to reduce the arbitrary element in the marketing man's hunches. But to invest its findings with near-infallibility is to subscribe to the thesis that human behaviour under given circumstances can be predicted with a reasonable degree of accuracy provided the techniques applied are sophisticated enough.

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