Some market researchers tout the benefits of “soft” market research data gathered using techniques such as focus groups and observation. Others argue the benefits of using “hard” data such as statistics on consumers’ buying habits and figures on market size. When might each kind of data be preferred? Explain.

MARKETING 2018
19th Edition
ISBN:9780357033753
Author:Pride
Publisher:Pride
Chapter6: Target Markets: Segmentation And Evaluation
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Some market researchers tout the benefits of “soft” market research data gathered using techniques such as focus groups and observation. Others argue the benefits of using “hard” data such as statistics on consumers’ buying habits and figures on market size. When might each kind of data be preferred? Explain.

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