1) The biggest surprise for me in this reading was that gathering information from secondary data was actually less expensive than gathering primary data. I would assume they would be relatively the same, as some places charge for use of their information.
2) I tend to always have a problem reading the graphic data in this book, and table 10.2 is especially confusing.
3) If I could ask the author two questions I would ask:
"Do the typical research questions you presented tend to give good, well rounded feedback?"
"Do ventures typically fail if they choose the wrong type of marketing philosophy. For example, if a company chooses to be sales-driven when they typically should be consumer-driven, will they still get by?"
4) No, this week I do not think the author was wrong about anything!
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