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Case; KENDALL - VETMAT . Should this market research information affect Buckingham's decision to introduce VETMAT (Limit: 3 sides; Marks 15) . What should he

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Case; KENDALL - VETMAT . Should this market research information affect Buckingham's decision to introduce VETMAT (Limit: 3 sides; Marks 15) . What should he have done differently regarding this study? (Limit: 3 sides; Marks 15) . If, like Buckingham you feel this study is invalid, what would be your take on the study and the decision? (Limit: 3 sides; Marks 10)

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