Charles and Steve Are Business Partners Who Want to Start

Multiple Choice

Charles and Steve are business partners who want to start a publishing house.Both partners thoroughly research the market before proceeding with the planning.They believe that the research results guarantee that the new business will be successful.Which of the following will help Charles and Steve interpret their research results accurately?

A) Considering the results of the research as a final answer to all doubts about setting up the new business
B) Using the research results as a substitute for decision making
C) Knowing that even the most carefully executed research can be fraught with errors
D) Understanding that marketing research studies all of the factors that contribute to the success of a business