Assume that measure A is expected to lead to improvements in measure B. If no statistically significant relationship is found between the two performance measures, what could explain the insignificant relationship?

A) Organizational barriers are preventing improvements in measure A from translating into improvements in measure B.

B) Contrary to the companys hypothesis, improvements in the performance dimension captured by measure A do not lead to improvements in measure B.

C) Even though the performance dimension captured by measure A is actually a driver of measure B, the method used to calculate measure A is bad (e.g., it uses too few scale points, the questions are misleading, or it asks about performance dimensions that do not drive customers purchase behavior).

D) Either b or c could explain the insignificant relationship.

E) Either a, b, or c could explain the insignificant relationship.