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Two of the primary reasons that organizations want to collect data about their consumers are so that they can create products their customers will purchase, and so that they can find out how effective those products are. Another reason to collect information about consumers is to make sure that your organization is marketing to the correct demographic for its products.
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Kevin collects guitars so does nick and joe. Kevin has 12 nick has 12 joe has 5 because he doesnt play that often
As far as we know, he doesn't collect anything in particular, but he does have 11 guitars and a wide variety of musical equipment.