What does "substitute" mean in this sentence?

[ivy may]

ESL/EFL Test "Planning a Business", question 4

Whatever happens in the future there is absolutely no ......... for good market research before you launch a new product.

(a) consideration
(b) criterion
(c) substitute
(d) contemplation

ESL/EFL Test "Planning a Business", answer 4

Whatever happens in the future there is absolutely no substitute for good market research before you launch a new product.

Correct answer: (c) substitute

Your answer was: correct
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although i am right, could you explain the other options and how to use them please?
thanks

ivy

[Alan]

Hi ivy may,

The best word here is substitute because it conveys the idea of replacement. Consideration and contemplation mean roughly the same: thinking about. Criterion means standard by which something is measured.

Alan
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English as a Second Language
You can read my ESL story A funny thing happened...