Some have criticized the five-category scheme of adopter groups because it assumes that
a. people are rational individuals.
b. there are the same five categories for every innovation.
c. people can recall a lot of information.
d. people are cognitive misers.
e. the number of consumers who adopt an innovation form an S-shaped curve.
Question 2
Which of the following is FALSE?
a. The basic purpose of marketing research is to assist marketing managers in making more informed decisions.
b. Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a consumption orientation.
c. Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products.
d. Marketing managers and marketing researchers work together in close partnerships that are most successful when managers understand research processes.
e. All of the above are false.
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