In Establishing the Need for Marketing Research, Which of the Following

Multiple Choice

In establishing the need for marketing research, which of the following would serve as a good decision rule for managers?

A) ensuring that competitors are using marketing research. Therefore, a company considering marketing research would not be at a competitive disadvantage
B) determining the value to be derived from marketing research
C) determining the cost of conducting marketing research
D) weighing the value derived from the marketing research with the cost of obtaining the marketing research information
E) ensuring that subordinates are in favor of conducting the marketing research