What are the conditions that make in-house research preferable? What are the conditions that make outside research

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What are the conditions that make in-house research preferable? What are the conditions that make outside research preferable? Would the company in the opening vignette have been better off to do the marketing research desired in-house rather than out-house?
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Essentials of Marketing Research

ISBN: 978-1305263475

6th edition

Authors: Barry J. Babin, William G. Zikmund

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