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Research agency's data should only be used to the extent of 'data collection'. One should use his own judgement and analysis to reach at some conclusion. At the end of the day, you can't blame someone for your wrong conclusion.
Trust the figures in terms of sales and market. But you need to go down to the territory and observe. There are lot of factors going on the field that research didnt see or analyse.
We should do our own analytic and hire a third party to compare the findings. No we should not trust external market research agencies. Why we need their information which was gathered is to make a final comparison.
We should employ a trustworthy market research agency. An agency that has been in the field for at least a decade and has a good record. It is said telephonic surveys are better as the respondent is relaxed and does not have to face the surveyor. In some instances e mail surveys are better. Hence1stly an effective survey media has to be selected. The most effective customer survey now a days is the net promoter survey. It is the volume of net promoters created by the product . it has to be a +ive figure to make the product or service justifiable in the market.
