Establishing the need for marketing research:
a. arises when managers must make decisions and they have inadequate information.
b. is determined by a quantitative analysis of the appropriateness of marketing research and should be undertaken for every decision made in the firm.
c. stems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems.
d. should not come from a 'stilted' and computerized monitoring system but rather from management intuition.
e. should be determined only after the problem and research objectives are clearly defined.