Keith Ambrose, who is a physical therapist, is thinking about starting a firm to provide in-home therapy services for people who are suffering from sports-related injuries. Keith lives in Columbus, Ohio. He doesn’t know if Columbus is large enough to support his proposed business or if people would pay a premium to receive treatment in their homes for their sports-related injuries. What suggestions do you have for Keith about primary and secondary research he might conduct to learn more about the potential target market for his proposed business?