Some Top Executives Never Use Marketing Research

Multiple Choice

Some top executives never use marketing research. In other firms, only certain types of marketing research studies are carried out, i.e. focus groups. Which of the following would you say these situations best represent?

A) how company policy dictates the use of marketing research
B) the application of marketing research globally
C) the use and misuse of marketing research
D) counterintuitive marketing research
E) sub-intuitive marketing research