Market research becomes unnecessary when managers are:
A)aware of the causes of a problem at hand.
B)uncertain about consequences of decision alternatives.
C)certain about the consequences of decision alternatives.
D)certain about the symptoms of a problem at hand.
E)uncertain about the symptoms of a problem at hand.

Question

Quizplus · Accepted Answer

Market research is conducted when managers are uncertain about the consequences of decision alternatives. If managers are certain about the consequences, then market research becomes unnecessary. Option A and D only address the symptoms or causes of a problem, which may not provide enough information to make a decision. Option B and E suggest uncertainty, which would necessitate market research.

Market Research Becomes Unnecessary When Managers Are