MARKETING RESEARCH AND ITS METHODS: A COMPREHENSIVE ANALYSIS OF CONTEMPORARY APPROACHES

Marketing research is a fundamental pillar of modern business decision-making, enabling organizations to systematically collect, analyze, and interpret data related to consumers, markets, and competitors. In an increasingly dynamic and technology-driven global environment, the importance of reliable and timely market insights has grown significantly. This study provides a comprehensive examination of marketing research and its primary methodologies, focusing on both traditional and contemporary approaches.

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