As one of the seven Cs that characterize the interaction between the DM and the researcher, confidence is best defined as: ________.
A) there should not be any hidden agendas, and an attitude of openness should prevail
B) the interaction between the DM and the researcher should be guided by mutual trust
C) marketing research is a team project in which both parties (DM and researcher) must cooperate
D) the interaction between the DM and the researcher should be creative rather than formulaic
Answer: B