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  • Article
  • Journal of Marketing Research (JMR)

A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use

By: Rohit Deshpandé and Gerald Zaltman
  • Format:Print
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Citation

Deshpandé, Rohit, and Gerald Zaltman. "A Comparison of Factors Affecting Researcher and Manager Perceptions of Market Research Use." Journal of Marketing Research (JMR) 21, no. 1 (February 1984): 32–38.

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