Academic researchers often jump at the opportunity to conduct a research study, curious to learn more and address unanswered questions for the sake of general knowledge. Businesspeople tend to be more cautious before embarking on a marketing research study, recognizing that research is often
A. beyond most managers' ability to comprehend.
B. expensive and time-consuming.
C. an academic exercise of little real value.
D. an impediment to decisive management.
E. of little use in real marketing situations.
Answer: B. expensive and time-consuming.