All of the Following Are Stated Measurability Questions That a Marketing

question 29

Multiple Choice

All of the following are stated measurability questions that a marketing manager must ask before selecting target markets except

• A) Are specific names and addresses of people in this market segment needed; or is general knowledge of their existence, number, and geographic location sufficient?
• B) Are secondary data available on these bases so that the market segment can be identified and measured inexpensively?
• C) If primary data are needed, is there sufficient return on investment to do the research?
• D) Are people in this market segment willing to pay a price that is profitable for the company?

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Definitions:

Archival Study

A research method in which the researcher examines existing records or databases to find answers to research questions.

Case Study

A descriptive account of the behavior, past history, and other relevant factors concerning a specific individual.

Survey

A survey is a research method used for collecting data from a predefined group of respondents to gain information and insights on various topics of interest.

Naturalistic Observation

Descriptive method in which observations are made in a natural social setting. Also called field observation.