Question

When should a researcher NOT conduct marketing research?
Select one:
A. When the decision is of considerable strategic or tactical importance
B. When there is enough time before a decision has to be made
C. When the benefit to be gained from conducting the research exceeds the cost of
conducting the research
D. When the information is sufficient to a decision on the point in question

Answer 1

The correct answer is: **D. When the information is sufficient to a decision on the point in question.**

A researcher should not conduct marketing research if they already have sufficient information to make a decision. In such cases, the resources and time that would go into the research could be better utilized elsewhere.