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The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment.      Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.      Robert East is Emeritus Professor at Kingston University London, UK.      Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.      Malcolm Wright is Professor of Marketing at Massey University, New Zealand.      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