Here are a few factors to consider. Skills are the key.
• Your image: If you play tight that’s how your opponent will see you. In that case, betting or raising will force multiple opponents, making it difficult to build the pot. And, of course, the opposite is true. Loose and / or deceptive images will keep your “customer” on hand, helping to build the pot for you.
Much depends on the nature of the failure. If he offers a potential opponent to draw straight or evenly, it would be wise to try to thin the field; play against two or three opponents, so you’re less likely to pull back. (It’s better to win a smaller pot than to lose a big one.)
• Types of opponents: Being skilled, you are aware of every nature of your opponent’s playing. Take this into account while you play your set if it doesn’t improve further – as it might. Tight players must be respected – especially if the board offers a straight or a flush draw. Loose and deceptive opponents are welcome. Let them contribute to the pot “yours”.
• Does failure help your opponent? On the flop, there’s a bet ahead of you. If it’s by a tight player, he likely has a strong hand. For a 9-8-3 flop in this case, the best he can have is a set of 8s – second-best for your 9s set.
• Playing position: On the flop, position can affect the way you play your sets. In early positions, slow play is a wise decision (unless you have good reason to try to shrink the field). Let your opponent make the bet for you. In late position, if multiple opponents bet to see the turn, your raise will serve as a value bet, building the pot for you, as they call your raise. However, if only one or two opponents are betting, continue playing slowly.
• Bet on the turn when it is cloth: On the turn, the bet / raise is doubled. From a late position, if the turn is bad, and your opponent bets in front of you and is called by another opponent, your raise will get customers. (The pot is too big for them to give up at this point.) On the other hand, from the starting position, consider making a raise – assuming you’re relatively confident someone will make the bet.
But betting on turns can also pose a danger: If the card could go straight or flush – and your hand hasn’t improved beyond the 9’s – be careful in sequences. Find out. Likewise, these same considerations apply pretty much in rivers.