Which best represents what the textbook has to say about information gaps? Information gaps are:
A) discrepancies between what a marketer expects to happen and what feedback says could have happened
B) discrepancies between what a marketer expects could have happened and what feedback says has happened
C) discrepancies between the former information state and the current information state
D) discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand
E) resolved by using secondary information

Question

Quizplus · Accepted Answer

The textbook defines information gaps as discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand. Option D reflects this definition best. Options A and B are similar but do not reflect the true definition of information gaps. Option C is too vague and could apply to various types of discrepancies. Option E is not always applicable, as resolving information gaps can involve primary research as well.

Which Best Represents What the Textbook Has to Say About