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The Practical Drucker by William A. Cohen

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CHAPTER  |  TWENTY-SIX

If You Conduct Marketing Research, Conduct It Right

Marketing research is taught in every business school. There are thousands of marketing research firms in every big city, and an awful lot of them in small towns, too. So everyone knows that you must do marketing research. However, Drucker uncovered a startling fact. Much of this research is wasted, misinterpreted, or misused, and probably shouldn't even be attempted. His advice was: Better not to do it at all than to do it wrong!

As has been mentioned in earlier chapters, IBM, for years the leading manufacturer of huge corporate computers, researched the market for personal computers long before Steve Jobs and Steve Wozniak came along. IBM was neither a novice nor a ...

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