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David Almy, CEO of the Marketing Research Association, recently told participants at the Spring Symposium of the Mid-Atlantic Chapter of the MRA that he had searched in vain for articles on the value of market research. Yet I, along with many other market researchers, know that market research has enormous value when conducted and used... 
“Rosebud (the symbol of the great classic movie, Citizen Kane) will go over my typewriter to remind me that quality in movies comes first.” Steven Spielberg Client-side researchers dislike revisions because they are a frustrating drag on their time and effectiveness. Supplier-side researchers dislike them even more because extensive revisions can quickly blow...
Becky Quarles is an extremely insightful and creative market researcher/consultant who knows and understands media and communication processes extremely well. She has a thorough understanding of state-of-the-art techniques and knows when and how to use them to provide truly actionable results and recommendations.
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