The myths suggested by Kotler and Andreasen that cause NPOs to do insufficient marketing research include ________.
(i) Big-decision only
(ii) Survey myopia
(iii) Big bucks
(iv) Research is widely read.

Question

Quizplus · Accepted Answer

According to Kotler and Andreasen, NPOs often have a "big decision only" approach to marketing research, where they only conduct research for major decisions and overlook smaller decisions that can also have an impact. This is represented by option (i). Additionally, NPOs may suffer from survey myopia, where they rely solely on surveys for research and overlook other methods like focus groups or observational research - this is represented by option (ii). The authors note that NPOs may also assume that marketing research requires big budgets, leading to insufficient research being conducted - represented by option (iii). Option (iv) which suggests that research is widely read is not mentioned as a myth by the authors.

The Myths Suggested by Kotler and Andreasen That Cause NPOs