Your marketing instructors probably preach the value of relying on solid marketing research and analysis when making marketing strategy decisions. That said, many students (and managers) fall into the bad habit of relying on personal opinion. I guess that Ad Age wouldn’t be posting this article, “The ‘I think’ Syndrome Destroys Many a Campaign” (October 31, 2012) if we all couldn’t use a reminder.
What other tricks could marketing students (and managers) use to make sure they don’t fall back on personal opinion? Under what conditions might “I think” be an acceptable argument?