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At Momentum Market Intelligence (MMI) a client experiences a 15% decline in market share. Since MMI knows "they don't know what the problem is" the research design they should use is:
Taxonomy
Naming and classifying species in a systematic way.
Differentiation
The process by which unspecialized cells become specialized into one of the many cell types that make up an organism.
Scientific Method
A systematic approach to research and knowledge acquisition, involving observation, hypothesis, experimentation, analysis, and conclusion.
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