While some studies have shown innovators to be less dogmatic than others, most research on the relationship between ____ reveals that they are not strongly related.
a. interest in the product category and innovativeness
b. interest in the product category and being a laggard
c. resistance and being a laggard
d. personality traits and innovativeness
e. resistance and innovativeness
Question 2
The Handy Hand Tools Company commissioned a survey designed to determine whether homeowners prefer plastic or metal casings on electric screwdrivers. The results of this survey will likely be used as input into decisions concerning which element of the marketing mix?
a. Price
b. Product
c. Publicity
d. Promotion
e. Preference
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