Marketing Quiz
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CONSUMERS, MARKETS & RESEARCH
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A national coffee chain wants to introduce a new line of plant-based milk alternatives, such as oat and pea milk. To estimate initial demand, a research director suggests using the chain's own loyalty card data from the past two years to determine how many customers currently pay extra to substitute soy or almond milk in their drinks.
What is the most significant limitation of relying solely on this proposed research method?
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