According to the Iceberg principle:
a. one can often get blindsided by problems that could otherwise have been easily anticipated by proactive marketing research
b. problems are not readily "visible" until they become crises; marketing research can help identify problems in their early stages.
c. mostly, managers are aware of just a small portion of the true problem; this small portion is generally the visible symptoms of the bigger underlying problem.
d. 80 percent of marketing research budget is typically spent on solving 20 percent of all the problems facing a company.
e. the importance of marketing research is often underestimated in organizations; what people see is a small "public" aspect of a much bigger support apparatus.
Answer: c. mostly, managers are aware of just a small portion of the true problem; this small portion is generally the visible symptoms of the bigger underlying problem.
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