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Essay text:
However, the use of secondary data must be carefully considered and used only when applicable to the research question. To tap effectively into the Indian markets, Starbucks will need to gather accurate and reliable secondary information, which can either be sub-contracted out to a firm that specializes in market research or they can form an internal survey team to explore the opportunities the Indian markets present to the growth of their overall business. A key concern for the validity of data is the age of the data. All the data is sensitive to the effect of time so any action being taken by the company must account for the changing nature of the environmental landscape...
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