Marilynn Castillo is a Marketing manager with a major firm. She is debating whether to conduct a marketing research study before commercializing a product. She believes that she will spend about $100,000 to conduct the study. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. One can say that Marilynn is doing:

Marilynn Castillo is a Marketing manager with a major firm. She is debating whether to conduct a marketing research study before commercializing a product. She believes that she will spend about $100,000 to conduct the study. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. One can say that Marilynn is doing:

Marilynn Castillo is a Marketing manager with a major firm. She is debating whether to conduct a marketing research study before commercializing a product. She believes that she will spend about $100,000 to conduct the study. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. One can say that Marilynn is doing:



a.

an assessment of the research problem.

b.

a cost-benefit assessment.

c.

an assessment of the research design.

d.

a time availability analysis for doing the research.

e.

market sensitivity analysis of her options.



Answer: B


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