Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet?

Omar's best response would be to explain why Internet research is not sufficient for their purposes. He should explain that internet research cannot provide the same breadth and depth of detailed analysis that a dedicated team can in marketing research. He could detail the advantages of using the services of a dedicated marketing research team: the analysis can be specific to the client's needs, the insights it can offer are often far more reliable, and the team can provide solutions tailored to the client's unique situation. Omar can emphasize that the money invested in marketing research will be more beneficial in the long run and will help the company make better decisions based on reliable data and insights.