Business research is the systematic gathering of data, which, once analysed, can provide useful insights to facilitate profitable decision-making by organisations. With better, and more reliable data, decision-making tends to be quicker and or a higher quality. Furthermore, it can assist organisations in allowing them a greater and deeper understanding of the market place in which they operate. Whilst it is obvious that it should be undertaken, the reality is that it is carried out less frequently than it should. In today's business world, time is particularly short. One of the casualties of this is detailed research as resources tend to be devoted to core activities.

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