A marketing research firm conducted a telephone survey for a consumer products company. It provided new and interesting information about brand image, the competition, and other topics. At the end of the research company's results presentation, the sales manager commented, "This is all interesting information, but it doesn't tell me why our market share is declining among 18 to 34 year old women, nor does it offer me any suggestions about actions I can take to deal with the situation." The sales manager's complaint suggests that the research suffers from problems with:
a. a lack of action implications for management.
b. poor planning by the researcher and managers at the outset of the project.
c. poor sampling.
d. a low response rate.
e. both A and B.
Answer: e. both A and B.