Cardiff were beaten 6-3 by Liverpool at the weekend and the Norwegian believes his men cannot afford to suffer a similar fate against the Baggies
Every side in the bottom five of the Premier League lost on Saturday, meaning Cardiff - in 19th - remain three points adrift of 16th-placed West Brom.
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"Liverpool was a bonus game, no-one except ourselves believed we could get anything out of it. But the game against West Brom is not negotiable. It is vital, you can't lose that one," the Norwegian told reporters.
"The teams around us are not winning either. I don't know if it is going to require four more wins (to stay up). I actually think it might be less.
"We've got seven games to get four more points than the two teams in front of us and we are definitely running out of time.
"But we've had momentum in performances, effort and attitude. We need points, so why not start at West Brom?"