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What are some of the benefits of “soft” market research data gathered using techniques such as focus groups and observation?

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Market Research
What are some of the benefits of “soft” market research data gathered using techniques such as focus groups and observation? What are the benefits of using “hard” data such as statistics on consumers’ buying habits and figures on market size? When might each kind of data be preferred and why?

Please have complete and well thought out responses. I am looking for original input so please share your thoughts and experiences so we can all learn from them. Please make sure that you back up the posts with factual information from the book, online academic websites, work/life experiences, etc.

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Please be sure to add references and that your post is at least 350 words. Also be careful when citing your work, plagiarism can get you an automatic “F”