All of the following are true of market research except
A) even the most carefully executed research can be fraught with errors.
B) marketing research does not forecast the future with certainty.
C) decisions must be made in light of managers' own knowledge and experience.
D) it is a substitute for decision making.

Question

Quizplus · Accepted Answer

Marketing research is the process by which information about the environment is generated, analyzed, and interpreted for use in marketing decision making. It cannot be overstated that marketing research is an aid to decision making and not a substitute for it.

All of the Following Are True of Market Research Except