1. ___________ should perform observational studies.

cross disciplinary teams

anthropologists

product development engineers

marketing researchers

product managers

2. All of the following are characteristics of incremental innovation, except:

R&D invention in the lab

extension of existing product or process

firms use standard marketing research tools

product characteristics well defined

customer pull

3. Which of the following is most useful for developing information that might lead to breakthrough products?

survey research

focus groups

conjoint studies

customer visit programs

concept tests

4. ___________ are the costs incurred by a customer that makes it costly or risky to change to a competing vendor%u2019s products.

transaction costs

transfer costs

loyalty costs

conversion costs

switching costs