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Page 68 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

For a discussion of how sampling works, we

refer you to Glen Broom and Dave Dozier's

book Using Research in Public Relations. But in

short, for people who challenge sampling, we

suggest that the next time they go in for a blood

test they demand that the doctor remove all of

their blood.

Others object that research cannot tell everything.

This is true. At best, research is a dim

nightlight that helps us grope our way through

the dark. It is like the true story about the

champion blind golfer who is willing to bet

money he can beat any pro golfer on the men's

tour. He just wants to know what day at midnight

they want to tee off. A lot of professionals

approach marketing like golfing in the dark.

Wouldn't it be to your advantage if you could

see better than the competition?

The first objection about price is easy to overcome. We

live in an information age. Investing

time in a trip to a good university library can

give you more information than you will ever

need. Read everything you can on your subject

and then analyze your findings, in writing, in

what market researchers call an analysis of secondary research.

In high school you called it a

term paper.

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