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Past--and It Doesn't Work D. Hamermesh Macro, International & Labour Economics
Research output: Contribution to journal › Article › Popular Overview Original language …

The aims of marketing research are universal and timeless. This science focuses on
conducting valid, reliable, and actionable work to help marketing managers make better-
informed marketing decisions. Although contemporary computercentric research enables
those in this field to perform technological wizardry with their data, the blending of this
approach with the idea-focused research conducted during the time prior to the advent of
information technology provides the means for producing truly trenchant research that can …