When should marketing research NOT be undertaken?
A) when there is no secondary data in existence to guide the project definition
B) when the perceived costs are the same as the forecasted benefits
C) when it will take a long time to complete
D) when the actual costs are less than the forecasted benefits

Question

Quizplus · Accepted Answer

Marketing research should not be undertaken if the perceived costs are the same as the forecasted benefits. This means that the benefits of conducting research are not worth the costs involved in conducting it. Therefore, it is important to carefully evaluate the costs and benefits before deciding to undertake marketing research.

When Should Marketing Research NOT Be Undertaken