Which of the following statements about marketing research is FALSE?
A) A low response rate may affect the accuracy of results.
B) Managers never get all the information they would like to have.
C) Getting more or better information is not always worth the cost.
D) Because of the risks involved, marketing managers should never base their decision on incomplete information.
E) A marketing manager should evaluate beforehand whether research findings will be relevant.

Question

Quizplus · Accepted Answer

This statement is false because marketing managers often have to make decisions based on incomplete information or uncertain outcomes, and they have to balancing risks and benefits. Incomplete information is sometimes inevitable due to limitations in time, resources, data availability, or the complexity of the marketing environment. Marketing research can reduce uncertainty and provide valuable insights, but it cannot eliminate all risks or guarantee perfect decisions. It is the manager's responsibility to weigh the available evidence, assess the potential outcomes, and make a reasonable judgment based on their experience, intuition, and analysis.

Which of the Following Statements About Marketing Research Is FALSE