Charles,your business partner,is interested in starting a publishing house in Colorado.When you meet him for lunch,he shows you that the marketing research conducted guarantees that the new business will be a success.Which of the following statements of advice would enable him to develop a realistic view about the research?
A) He should consider the results of the research as their final answer to all doubts about setting up the new business.
B) He should use the research conducted as a substitute for decision-making.
C) He should know that even the most carefully executed research can be filled with errors.
D) He should understand that marketing research studies all the factors that contribute to the success of a business.

Question

Charles,your business partner,is interested in starting a publishing house in Colorado.When you meet him for lunch,he shows you that the marketing research conducted guarantees that the new business will be a success.Which of the following statements of advice would enable him to develop a realistic view about the research? 
A) He should consider the results of the research as their final answer to all doubts about setting up the new business.
B) He should use the research conducted as a substitute for decision-making.
C) He should know that even the most carefully executed research can be filled with errors.
D) He should understand that marketing research studies all the factors that contribute to the success of a business.

Quizplus · Accepted Answer

It is important for marketing managers to recognize that even the most carefully executed research can be fraught with errors.

Charles,your Business Partner,is Interested in Starting a Publishing House in Colorado.When