Marketing research should not be undertaken when:
A) the perceived costs are greater than the projected benefits
B) there is 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

Marketing research should only be undertaken if the benefits of the research outweigh the costs. If the perceived costs are greater than the projected benefits, it may not be worth the investment.

Marketing Research Should Not Be Undertaken When