Professional market research services can be expensive, while doing it yourself often-yields inadequate results. But at the University of Kentucky in Lexington, a chance opportunity has produced valuable data for Dining Services Director Brett Morris—and he didn't have to pay a dime for it. "A professor who was teaching a class on consumer behavior mentioned that he was looking for topics for student market research projects, and I suggested they do research for us," Morris says. He had two ...

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