The Marketing Manager's Dilemma

To research or not to research. That is a question that often plagues the marketing manager. Should he spend money on marketing research to get more facts so that a given operating decision may be sounder? Or should he save the money and make the decision without the added information a research would supply, thereby accepting an increased risk of decision error?

Professor Alexander suggests a systematic approach to the twin problems of deciding when marketing research is worth while, and of making it a more useful tool in the kit of the marketing manager.