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Market research and analysis shall also be conducted to identify and evaluate possible ___________________ and ___________________ throughout research and development

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MasterElodin
In market research, the two main points that are evaluated for the purpose of further development are RISKS and OPPORTUNITIES. Business risks and opportunities are used to determine if a certain business direction is viable or not. A more extensive evaluation technique is the SWOT analysis which includes the strengths and the weaknesses together with the risks (threats) and the opportunities.