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This concise, practical guide demystifies experimental methodology for students embarking on consumer research for the first time. Each chapter combines scientific background with practical examples and hands-on advice, including helpful checklists for each stage of the research process.

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This concise, practical guide demystifies experimental methodology for students embarking on consumer research for the first time. Each chapter combines scientific background with practical examples and hands-on advice, including helpful checklists for each stage of the research process.

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