Carol Raithatha

The subject of this book review addresses what the definition of 'quality' is, by presenting philosophical issues relating to quality as applied to the world of research, and with an outline of the pragmatic implementation of quality management systems within a market research services provider. While the reviewer criticises the book for its repetition and occasional wordiness, and despite the title, the book contains little practical advice. However, the authors are commended for creating an engaging work, considering the subject matter, and it is described as a worthwhile reference book and thought-provoking read.

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