Why Would a Company Consider Marketing Research an Investment Instead

Why would a company consider marketing research an investment instead of an expense?

A) Considering as marketing research as an investment instead of an expense would mean more reported revenue.
B) Completed marketing research can be considered an asset that will help produce revenue in the future.
C) Marketing research, like all other marketing efforts, are valuable and should be measured and calculated.
D) Modern business practice values a return on investment (ROI) as a measure of effectiveness, and marketing research results must be considered as an investment to calculate ROI.