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Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. He is also Senior Examiner for the Chartered Institute of Marketing and The Market Research Society. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practise. He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.