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10 cards from this deck
Detailed plan that guides the entire research process
Participants must agree voluntarily, not forced or tricked
All info collected must be kept private and secure
Systematic process of gathering/analysing marketing information
To understand what customers need and want
Research conducted by people within the company itself
Research conducted by outside specialists/consultants
Lower costs since using existing staff
Unbiased approach and objective results from experts
Strengths, Weaknesses, Opportunities, and Threats
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