Marketing Managers Prefer Observational Research Over Communication Research When It

question 9

Multiple Choice

Marketing managers prefer observational research over communication research when it comes to assessing consumer behavior because it is often better to:

• A) record behavior and then work out the intentions behind the behavior.
• B) measure consumer attitudes and then hope to make a correct estimate of his activities.
• C) measure consumer intentions and then hope it matches their future behavior.
• D) measure consumer knowledge and then make predictions about his course of action.
• E) understand consumer personality and then hope to make a correct estimate of his activities.

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Definitions:

Completed

The state of having finished or accomplished a task, project, or objective.

Central Question

The primary or core question that guides the focus of a research study, discussion, or project.

External Control

Mechanisms imposed by external entities, such as regulations or laws, that influence or limit the behavior of organizations or individuals.

Personal Supervision

Direct oversight by an individual, typically a manager or supervisor, over the work and performance of subordinates.