Qualitative research results indicate the cat is sleeping. Qualitative research results indicate that this is not a cat. It is a chair. Whose perception is correct?Let's not forget that market research is not a substitute for business creativity. No matter how sophisticated the process, the intent of all "research" is to enable people who don't know something to find out things other people currently do. This gathering and measuring of data is not a substitute for business creativity. You can not "measure" your way to success. It's simply easier to measure what is rather than create or measure what isn't.
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