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.

Ans: b. a cost-benefit assessment.