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There is no point reinventing a wheel and there are many metaphorical wheels available to the market researcher. The expert desk researcher can quickly and inexpensively dig out data from a wide variety of sources to answer many of the questions that have already been asked. So, why do we spend so much on primary research? The reason, very often, is because we don't know how to locate the information. Or it may be information that is not in quite the shape we require and it escapes our notice that with a little bit of reworking, it could be very useful.
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