Marketing research should not be undertaken when:
A) the perceived costs are greater than the projected benefits
B) there are no secondary data in existence to guide the project definition
C) it will take a long time to complete
D) the actual costs are less than the forecasted benefits
E) the perceived costs are the same as the forecasted benefits

Question

Quizplus · Accepted Answer

The future benefits of the research must outweigh the cost of performing the research.

Marketing Research Should Not Be Undertaken When