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Record Label Marketing, 3rd Edition by Paul Allen, Tom Hutchison, Amy Macy, Clyde Philip Rolston

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Chapter 4Marketing Research

Contents

Introduction

Research in the Music Industry

Types of Research

Overarching Research Issues: Validity and Reliability

The Research Process

Choosing a Method

Syndicated Research

Custom Research Firms

Tracking Consumer Behavior on the Web

Conclusion

Glossary

References

Research is formalized curiosity. It is poking and prying with a purpose.

—Zora Neale Hurston

Introduction

Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing ...

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