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The owner of 22 restaurants was asked how he does marketing research. He answered that he...

The owner of 22 restaurants was asked how he does marketing research. He answered that he does it after midnight, driving around in a pick up truck: “I stay . . . that’s the way I research my market.” Is this marketing research?

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It can actually be mentioned that for proper marketing researchyou need to have a sample for investigating in a scenario like this and when you actually roam about in a truck in midnight you don't get the customers for sample for or their preferences as it is an odd hour on the whole and that is the reason why it isn't proper marketing research and it doesn't give any conclusion at all regarding the decision making ideas.

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