Which of the Following Is FALSE

Multiple Choice

Which of the following is FALSE?

A) A company's philosophy of how marketing research fits into its marketing plan determines its program strategy for marketing research.
B) The design of individual studies themselves addresses the firm's project strategy for marketing research.
C) Program strategy addresses the question of what types of studies the firm should conduct and for what overall purposes.
D) Program strategy would address an issue like whether personal or telephone interviews should be used to measure customer attitudes.
E) Companies should have both program and project strategies.