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Why the drive for quality?

In this paper we seek to show that the market research industry in the UK has had two distinct phases in which it has thought very hard about quality. These phases can be linked with different aspects of product performance as described by Levitt's...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future
Authors: Martin Callingham, Greg Smith
Company: Whitbread
September 1, 1993