Eric Mason, an employee of Huntington Steelworks, is responsible for defining product specifications and providing relevant information for evaluating alternatives in his organization's buying center
Eric, whose opinions affect the buying decisions of his organization to a great extent, is most likely a(n) ________.
A) user
B) influencer
C) decider
D) gatekeeper
E) buyer
B
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A researcher decides to use in-depth interviews over focus groups for her research study. All of the following could have motivated this decision, EXCEPT:
a. she wanted to cover richer details from each participant in the study b. she wanted to lower the likelihood of getting socially desirable responses from participants c. she wanted to create a situation where participants didn't feel like they had to impress others by their responses d. she wanted to hear from respondents who may feel inhibited in the presence of others. e. she wanted the participants to build upon each others' responses.
"Toughies" are old school buyers who pit sellers against one another
Indicate whether the statement is true or false