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:

Transference

A phenomenon in psychoanalysis where patients project feelings for others, often from childhood, onto their therapist.

Psychoanalytic

Pertaining to the theory and practice of psychoanalysis, which focuses on revealing and resolving unconscious motivations and conflicts.

Trivial

Of little value or importance; insignificant.

Defense Mechanisms

Psychological strategies brought into play by individuals to cope with reality and maintain self-image, often unconsciously to reduce anxiety or discomfort.