The modern day business environment has numerous dynamics that present organizations with both opportunities and challenges. To this end, Babbie (2013) provides that managers are always striving to understand the business environment to track any changes and trends to develop and implement the appropriate responses where necessary. In this regard, social research has become an essential business practice as it helps organizations to keep track of the market environment. Shipman (2014) advises that it is essential for business managers to utilize the appropriate social research methods to ensure that they get an accurate view of changes and trends in ...
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