Managers should make marketing decisions in the light of their own knowledge and experience instead of viewing research reports as the final answer to their problems because: a. the number of factors included in a marketing research study are not exhaustive.
b. decisions based on marketing research reports are highly risky.
c. there is no possibility that marketing research will be affected by researcher bias.
d. marketing research is not a systematic process for obtaining information.

a. the number of factors included in a marketing research study are not exhaustive.

Explanation:

Marketing research is highly effective as a tool for guiding marketing decisions, but it is necessary for the manager to rely on making decisions not only through research, but also due to his conceptual skills of seeing the organization in a systematic way, where there is a much greater breadth and more complex factors than just the information found through marketing research. The set of the manager's vision, experiences, analyzes and indicators is important for the most adequate assessment so that organizational marketing decisions are effective and achieve the company's objective.

Therefore, it is correct to state that the number of factors included in a marketing research study is not exhaustive.

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