I agree, the reasons for that statement seem pretty obvious to me.
Better to know what you don’t know than to make business decisions
based on false information and false conclusions.
If the focus group said red is better than green, nobody dares to argue for green.
Even if green is really better, and the focus group was off, distorted by one very articulate
and engaging green hater. Red it is. If you do the research, it's worse.
It's no different that we don't do it at all.
Sometimes it may be seen to do, at least gain the experience.
But no, it doesn't mean that people who do not have experience.
If the results are not acceptable, then goods production went off.
If the research is bad and you continue to do it again,
there will be some guys going to blame yours and no one will buy your product
We should have a good research before producing anything.
Should first know what products to produce, where to produce, when to produce it.
Besides conducting research that need to cost and time.
For example, inefficient research design that does't give enough benefit information or responding
the servey inaccurately. That make the organization launch wrong product into market or provide
service that not satisfy customer want. So bad research can cause more disadvantages than no research.