Charles Walker Wants to Build a Distribution Center in Colorado

Charles Walker wants to build a distribution center in Colorado. When you meet him for lunch, he shows you the marketing research that guarantees his new enterprise will be a success. What should you tell him to curb his unbridled optimism?

A) Walker should execute research very carefully to make it error free.
B) Walker needs to formulate a better plan for his organization.
C) Walker should know that even the most carefully executed research can be fraught with errors.
D) Walker should be laying stress on strategic planning and not research.