Many Firms Have Not Accepted the Fact That Marketing Research

Many firms have not accepted the fact that marketing research can make decision-making much easier. Why?

A) Management has typically spent too much money on marketing research.
B) Marketing researchers have not communicated adequately with top management to show them how research can aid in decision making.
C) Marketing research tends to use questionable research methods.
D) Computers are ineffective in dealing with most marketing research problems.
E) Marketing research is seldom very accurate.