单选题 《复合题被拆开情况》 Why do so many new products fail? Some companies are often so confident of their new product ideas that they fail to do their research, or they ignore what the research tells them. Sometimes the pricing or the distribution channels are wrong. Sometimes the advertising doesn’t communicate. Successful product launches result from an integrated process that relies heavily on market research, which directly affects product introductions. Market research is the key. Without the necessary information, you are doing your product launches simply based on your guesswork. Market research does more than confirm your guesswork. It provides critical information and direction. It identifies market needs and wants, product features, pricing, decision makers, distribution channels, motivation to buy. They’re all critical to the decision process. Take the example of a company several years ago that introduced a new product to the electronics manufacturing market. The research identified the pricing, the distribution channels, product features, everything but the product decision maker. Despite the fact that the new product was much better than the existing one and had more functions in manufacturing, the decision makers were different. The sales force couldn’t efficiently call on the new decision makers, and the product failed. 《问题》：The word "guesswork" (in Para. 2) refers to "________".