Which of the following statements is true of marketing research?
A. It ends with analyzing the situation.
B. It keeps researchers as informed consumers.
C. It usually requires complex statistical techniques, so research specialists should leave planning of the research to the marketing managers.
D. It should gather much less information, to avoid confusion.
E. It is likely to be more effective when guided by the strategy planning framework.
Answer: E
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A company decides to let go of some employees due to a financial crisis. Jane loses her job, while her colleagues with similar performance ratings and productivity retain their jobs. Jane's judgment of her loss when compared to her colleagues' is a perception of
A. task unfairness. B. outcome unfairness. C. procedural unfairness. D. structural unfairness. E. process unfairness.
Consumers who generate their own public relations content now threaten traditional media players in the marketing landscape
Indicate whether the statement is true or false
Hank, a salesperson for Ideal Autos, promises Jennie a certain car will give her a "smooth ride." Hank offers a test drive, which Jennie de-clines. She buys the car but soon realizes its suspension is in poor condi-tion. Jennie A) can rescind the contract on the ground of fraud
B) can rescind the contract on the ground of misrepresentation. C) can rescind the contract on the ground of mistake. D) was not defrauded.
________ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication of advertising messages.
A. Behavioral responses B. Cognitive responses C. Affective responses D. Selective impressions E. Conative impressions