Marketing Research Budgets

While organizations may be contemplating cutting the marketing research budget to help squeeze through these financially turbulent times, a survey by the AMA found that 60% of respondents felt that this was the "biggest mistake" that could be made. In fact, interestingly enough as reported here, many of the respondents felt that, with the current economy it is more important then ever to continue marketing research efforts. Here are their inputs on what is important for corporations in this industry to find:

1. Shape the message; don't slash the price.
2. Focus on who NOT to target.
3. Stand apart from the Crowd

What are your thoughts? Do you feel that it is as important as the AMA survey seemed to stress?