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The New Business Road Test, 4th Edition by John Mullins

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Do-it-yourself marketing research for your new business road test1

You can do it. And you don’t have to break the bank. Most early-stage entre- preneurs simply don’t have the resources to hire professional research firms to conduct the research that’s helpful in assessing their ideas. But at least some such research can be extremely helpful in preparing to launch your lean start-up, by indicating who you should target first and what sort of goods or services you should offer. So, if you’ve never done this before, how should you proceed?

What does marketing research do?

Marketing research is the design, collection, analysis and reporting of research intended to gather data pertinent to a particular marketing challenge or situation. The word ...

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