The result of these developments is that marketing research is being used on n ever-increasing scale and is tending to employ methods that are increasingly varied and sophisticated. No longer is it possible for one person to be well versed in the entire range of marketing research methods. On the contrary specialists, evolving in various branches of marketing research, have barely enough time to keep us with the developments, in this own subject areas and can have only passing acquaintance with other methods and approaches. In addition, there are the marketing research generalists who may have a little knowledge of many different methods but who know none of them well enough to use them without outside consolations.
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