When Should Marketing Research NOT Be Undertaken

question 31

Multiple Choice

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

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Definitions:

Surface

The outermost or topmost layer of something.

Drafting

The process of creating a preliminary version of a document or plan.

Brainstorms

A group or individual creativity technique designed to generate a large number of ideas for the solution to a problem.

Jot-dots

A technique for making brief, bullet-pointed notes to capture key information succinctly.