While evaluating options in a consideration set, the marketing manager must determine the set of attributes customers use in making purchase decisions. Which of the following methods is not recommended because of the bias introduced?
A) managerial judgement
B) focus groups
C) systematic survey research
D) UPC code analysis
A
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The customer service representatives at a call center have been asked to handle each call within five minutes. At the same time, they have been asked to answer all customer queries in detail and provide appropriate solutions
What kind of service gap is apparent here? A) gap between perceived service and expected service B) gap between service delivery and external communications C) gap between service-quality specifications and service delivery D) gap between management perception and service-quality specification E) gap between consumer expectation and management perception
Marketing research can be collected by mail, telephone, personal interview, or online. Discuss the advantages of each contact method
What will be an ideal response?
When a company receives an SBIR grant, any patent rights and software generated belong to:
A. the entrepreneur. B. the bank securing the loan. C. the Federal Government. D. the Small Business Administration.
Use the information in Table 8.7. What is the forecast for period 9 using a naive forecast?
A) $3,728 B) $3,803 C) $4,442 D) $4,085