Conflicts between researchers and management is not uncommon.Common attitudes among marketing researchers regarding top management include all of the following except A) required research is generally too costly B) top management is anti-intellectual C) there are too many non-researchable, "fire-fighting," and proof-of-concept requests D) top management is generally unsympathetic to the importance of problem definition, often re-defining the problem after the research is under way

Question

Quizplus · Accepted Answer

Top management tends to think marketing research costs too much,while marketing researchers believe "you get what you pay for."

Conflicts Between Researchers and Management Is Not Uncommon