Marketing research
A. should be planned by research specialists who understand research techniques better than marketing managers
B. consists mainly of survey design and statistical techniques
C. is only needed by producers who have long channels of distribution
D. is needed to keep isolated marketing managers in touch with their markets
E. should not be an ongoing process
Answer: (D) Research is needed to help keep marketing managers in touch with their markets. (A) is incorrect, because research should be planned by both specialists and marketing managers to make sure the user's needs are being met. (B) is incorrect because marketing research is much more than just survey design and statistics. (C) is incorrect. Marketing research is used by everyone involved in the marketing process. (E) is incorrect. Marketing research should be an on-going process.