Academic Researchers Often Jump at the Opportunity to Conduct a Research

Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Businesspeople tend to be more cautious before embarking on a marketing research study, recognizing that research is often

A) beyond most managers' ability to comprehend.
B) expensive and time-consuming.
C) an academic exercise of little real value.
D) an impediment to decisive management.
E) of little use in actual marketing situations.