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Validity of the Marketing Research Findings

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What measures would you take to assess the validity and reliability of the marketing research findings?
Please provide with references.

Thank you,

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One of the first things that I would do in order to assess the validity and reliability of marketing research findings is to ascertain who or what organization developed the marketing research findings in question. The next thing that I would do would be to research some of their previous marketing research findings in order to ...

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