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) Managers need to ensure that competitors are using marketing research. Therefore, a company considering marketing research would not be at a competitive disadvantage.
B) Managers need to determine the value to be derived from marketing research.
C) Managers need to determine the cost of conducting marketing research.
D) Managers need to weigh the value derived from the marketing research with the cost of obtaining the marketing research information.
E) Managers need to ensure that subordinates are in favour of conducting the marketing research.