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I'm looking to upgrade my camera body and tossing up between a Canon 7D or a Canon 5D MkII.

I originally thought I should go with the 5D MkII as it has a full frame sensor which you would think produces better image quality, but after speaking to a few people I'm now considering the 7D with a crop sensor as it's quicker and cheaper.

I suppose the final decision will come down to what I shoot more of, but at the same time I don't want to buy something that is going to be limiting later on anyway.

Can anyone offer advice?

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I would suggest you wait till the new Canon 5D Mk III (not sure of the formal name)...see below
http://www.techradar.com/news/photography-video-capture/cameras/canon-eos-6d-5d-mark-iii-rumours-what-you-need-to-know-931100

also

http://blog.planet5d.com/2011/07/common-question-do-i-buy-a-canon-eos-5d-mark-ii-now-or-wait/