Week 9 Reading Reflection

I was surprised by the fact that entrepreneurs tend to not use marketing research due to cost and the notion that data could be mostly irrelevant. I could understand the costliness of conducting such research, but was also surprised to read that it can be inexpensive. I was a little confused by the explanation of the visible nature of pricing. If I could ask the author two questions, I'd ask why many ventures do not adopt a a consumer-driven orientation, despite its effectiveness. I would also ask which type of innovative market research tactic yields the best results. Of the survey research techniques, I find it hard to believe that door-to-door personal interviews with customers are the most costly, especially being compared to other methods that could require more money to fund, such as Internet surveys.