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12 cards from this deck
Essential info that helps businesses understand customers & make informed decisions
Info about thoughts, feelings & opinions (the 'why')
Info that can be measured & expressed in numbers
Combines both qualitative & quantitative data
Number of people included in the research
More reliable results but costs more money & time
Results unfairly influenced towards a particular outcome
Questions that push respondents towards a specific answer
Samples that don't reflect the true customer base
People surveyed reflect the actual customer base
Uses focus groups for customer feedback
Can completely undermine the value of market research
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