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Many marketers perform a lot of research to see what their customers want and need. This process helps with innovating new products or services that customers really want. The third largest purchaser of research is government spending in the $11 billion range. However, marketing research books authors have a different market which makes finding useful information more difficult than it should be. It’s not a place you can search Google for your answer because there are so many sources that getting the correct answer can take time.