Which of the following is FALSE?
A)Program strategy specifies the types of studies that are to be conducted and for what purposes.
B)Project strategy deals with how a study should be conducted.
C)Program strategy is determined by a company's philosophy of how marketing research fits into its marketing plan.
D)Project strategy involves the design of the individual studies that a firm conducts to gather information.
E)A program strategy and a project strategy are identical.

Question

Quizplus · Accepted Answer

A program strategy and a project strategy are not identical. They serve different purposes in marketing research. Program strategy refers to the overall plan or approach for a series of related studies to achieve a specific marketing goal, while project strategy is concerned with designing an individual study within the program to gather specific information.

Which of the Following Is FALSE