D374 Market Research
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Free D374 Market Research Questions
Which of the following best describes aspirational groups in the context of consumer behavior?
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Groups that an individual currently belongs to and identifies with
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Groups that influence an individual's purchasing decisions through direct interaction
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Groups that an individual admires and aspires to join, impacting their preferences and behaviors
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Groups that consist of individuals who have no influence on consumer choices
Explanation
Explanation:
Aspirational groups are groups that an individual admires and aspires to join. They influence consumer behavior indirectly because individuals often make choices or adopt preferences that align with the values, status, or lifestyle associated with these groups. Unlike membership groups, which are groups the individual currently belongs to, aspirational groups affect aspirations and ideals, guiding decisions and preferences even without direct interaction. They play a significant role in shaping perceptions, purchasing behaviors, and brand preferences, as consumers often model themselves after the characteristics of these admired groups.
Correct Answer:
Groups that an individual admires and aspires to join, impacting their preferences and behaviors
Which of the following statements accurately describes a disadvantage of using mail surveys in marketing research?
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Mail surveys provide high-quality data due to direct interaction with respondents.
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Mail surveys are cost-effective but often yield low response rates, potentially leading to a non-representative sample.
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Mail surveys guarantee anonymity, which increases the likelihood of obtaining honest responses.
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Mail surveys require extensive training for interviewers to ensure data accuracy.
Explanation
Explanation:
The main disadvantage of mail surveys is that, although they are cost-effective and can reach a wide audience, they often suffer from low response rates. This low participation can result in a non-representative sample, which limits the reliability and generalizability of the findings. Unlike in-person or telephone surveys, researchers cannot follow up directly with non-respondents, which reduces the control over data quality and completeness. While mail surveys offer convenience and anonymity, these advantages do not offset the risk of bias caused by non-response.
Correct Answer:
Mail surveys are cost-effective but often yield low response rates, potentially leading to a non-representative sample.
The key to customer satisfaction is to ____.
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build excitement
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create awareness and interest
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establish expectations
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stimulate desire
Explanation
Explanation:
Customer satisfaction largely depends on how well a product or service meets or exceeds customer expectations. Establishing clear and realistic expectations helps customers understand what they can anticipate from a product or service. When expectations are accurately set, customers are less likely to be disappointed, and positive experiences are more likely to occur. Focusing on expectations provides a foundation for satisfaction, whereas merely generating excitement, awareness, or desire does not ensure that the customer’s actual experience aligns with what was promised.
Correct Answer:
establish expectations
A research strategy used for understanding audiences and consumer attitudes and behavior.
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Focus group
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Case studies
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Intensive interviews
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Field observation
Explanation
Explanation:
A focus group is a qualitative research strategy designed to gather in-depth insights about consumer attitudes, perceptions, and behaviors. It involves guided discussions with a small group of participants to explore opinions, motivations, and preferences. Focus groups are particularly effective for understanding collective attitudes, testing ideas, and identifying patterns in consumer behavior. The interaction among participants can also reveal social dynamics and shared perspectives that might not emerge in one-on-one interviews or observational methods.
Correct Answer:
Focus group
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