Definition of research according to p.m. cook, Marketing Research

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Definition of Research According to P.M. Cook

"Research is an honest, exhaustive, intelligent searching for facts and their meanings for implications with reference to given problem. It is the process of arriving at dependable solutions to problems through the planned and systematic collection, analysis and interpretation of data. The best search is that which is reliable, verifiable and exhaustive so that it provides information in which we have confidence".

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