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Any market research should contribute with insights that support decisions related to customer acquisition and retention goals. After all, businesses are either working to acquire or retain customers or both, for sustainability and profitability purposes.
 
For entrepreneurs who are considering investing part of their marketing budget in market research this year, I have a piece of advice: Think very carefully about how you plan to use the research results in your business decision making.
 
Although this should be obvious, I meet many business owners who are very…

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