You May Already Have the Answer MEMPHIS, TN (WKNO) - If bosses don't know the answers, or if they don't trust the answers given to them on a new product or concept, they will initiate costly research studies. Even in the case of a new initiative, existing research on a previous project might contain the answers you need to know.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of a hundred-and-ten two-minute business principles - go to johnmalmo.com.
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