In order to understand the functioning of a group well, the business owner can conduct continuous research since the results realized from a single research are not valid and relevant (Forsyth, 2006). This is because a group is dynamic, keeps on changing and therefore the results concluded from a research are only valid at that particular time, otherwise after the group changes, other results will be required.

The global world is changing and this makes a group dynamic since its interests should be updated as the environment changes. This thus calls for either continuous research or working closely with the group to learn the members better together with the goals they are working hard to achieve. Working closely with the group is cheaper and relevant since the entrepreneur is able to learn the group by use of first hand information.

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