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In Ch. 2 of The Market Research Toolbox , the author states that the importance of identifying the underlying decision problem in planning a market

In Ch. 2 ofThe Market Research Toolbox, the author states that the importance of identifying the "underlying decision problem" in planning a market research study"cannot be overemphasized."Why is this? What negatives might be generated from the failure to plan a market research study without first identify the underlying decision problem?Which stakeholdersmight those negatives affect?

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