The First Step Taken by a Manager When Selecting an Outside

question 21

Multiple Choice

The first step taken by a manager when selecting an outside research supplier should be

• A)contacting other managers who use outside suppliers for their recommendations.
• B)consulting the American Marketing Association's Guidebook of Research Suppliers.
• C)deciding if the proposed research is really necessary.
• D)soliciting research proposals from at least three suppliers.
• E)soliciting research requests from at least three suppliers.

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Definitions:

Beliefs

Cognitive convictions or acceptances that something is true or exists, often influencing behavior and perception.

Obedience

A change in behavior in response to an instruction or command from another person.

Compliance

A change in behavior in response to a request.

Dissonance Theory

A theory proposed by Leon Festinger that suggests that inconsistency among beliefs or behaviors causes psychological discomfort (dissonance), leading to efforts to reduce the dissonance.