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At the end of the assigned reading entitled, "Evaluating the Market," in the publication entitled, "Getting Started as an Entrepreneur," read the short case which begins with the sub-heading, "I can't afford formal market research." Discuss some of the market research measures that were done by Karen Scott, Julia Knight, Brendan Boyle, Fern Mandelbaum and Judy George. What did you find most surprising and why?

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