Marketing Managers Prefer Observational Research Over Communication Research When It

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.