Peter, the Director of Marketing at Holcomb, Inc

question 123

Multiple Choice

Peter, the director of marketing at Holcomb, Inc., calls in Andrea, the firm's marketing research director. Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ____ survey.

• A)mail
• B)telephone
• C)random
• D)personal interview
• E)population

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Definitions:

Mechanistic Structure

An organizational configuration that emphasizes hierarchy, rigid departmentalization, a clear chain of command, and strict control, commonly found in highly formalized and centralized organizations.

Organic Structure

An organizational configuration characterized by flexibility, decentralized decision-making, and a lack of rigid procedures.

Innovative Ideas

Novel concepts or proposals that have the potential to bring about significant changes or improvements in a specific field.

Process Innovation

The introduction of new or significantly improved methods in the production or delivery of goods and services.