QUESTION A researcher at the Fisher-Price Play Lab produced a study reporting that children had strongly positive reactions to the new Happy Fun Ball. Executives, however, are concerned that the study reflects the researchers’ opinions more than the children’s opinions. Which of the following questions is LEAST relevant to the evaluation of the accuracy of […]
QUESTION Impressed with the customer insights provided by the Fisher-Price Play Lab, a manager proposes to expand the company’s observational research efforts. Which of the following is NOT a significant problem with observational research approaches? A) Some qualities and beliefs cannot be observed. B) Different observers often draw different conclusions from the same behavior. C) […]
QUESTION The statements above most strongly support which of the following conclusions? A) The majority of Apple customers believe that owning a Mac makes one independent and innovative. B) The most effective way to get true believer customers is to convince customers that buying your brand will make them independent. C) Apple’s true believers have […]
QUESTION Which of the following is an assumption made by the argument above? A) Sales of the Hawaiian Burger would have been even higher had the burger included a slice of ham as well. B) The Hawaiian Burger and the Mexican Burger have similar production costs. C) There is no significant difference in the amount […]
QUESTION Which of the following actions is most likely to jeopardize the meaning of the Apple brand in the eyes of its “true believers”? A) collaborating with other media technology manufacturers and producing a standard interface and feature set that governs future product development B) producing an elite line of products that most consumers cannot […]
QUESTION Which of the following is the best example of a question that would be researched more effectively using observational research as opposed to survey research? A) Do you own a dishwasher? B) What qualities come to mind when you think about insurance companies? C) If you were gambling in a casino, under what conditions […]
QUESTION Name and describe the three categories into which business markets can be classified. What will be an ideal response? ANSWER Answer: (1) geographic segmentation: dividing the market by location; (2) customer-based segmentation: dividing the market by customer characteristics; and (3) product-use-based segmentation: dividing the market by customer use of the product Explanation: (1) […]
QUESTION Define one-to-one marketing. Give a scenario as an example. What will be an ideal response? ANSWER Answer: One-to-one marketing consists of reducing market segmentation to the smallest part—individual customers. Sample scenario: A mail-order company keeps track of the products every customer looks at on its Web site and every product each customer purchases. […]
QUESTION A company that makes baked goods created a new peppermint-chip cookie. Before the firm launched the product nationally, with its other products, it first sold the cookies at five select supermarkets in each of five major cities. What was the company doing? What will be an ideal response? ANSWER Answer: The company was […]
QUESTION Peter is standing on a busy street corner in a major city. He is stopping female pedestrians to ask whether they would be interested in a cell phone that had a cut-out space for earrings, so they didn’t have to press the phone against the earrings when listening, thus making the ear feel uncomfortable. […]
