Marketers Are Interested in Customers' Perceptions and Conduct Surveys in Order

question 54

Multiple Choice

Marketers are interested in customers' perceptions and conduct surveys in order to understand those perceptions.Although these surveys may result in imperfect measures, the numbers do allow marketers to gauge their performance relative to certain __________, such as past or competitive performance.

• A) ideals
• B) credence
• C) statistics
• D) benchmarks

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Definitions:

Cognition

The cognitive process of gaining awareness and comprehension via thinking, experiencing, and sensory perception.

Confirmation Bias

The tendency to search for, interpret, favor, and recall information in a way that confirms one's preexisting beliefs or hypotheses.

Preconceptions

Ideas or opinions formed before having evidence for their truth or usefulness.

Likelihood

A statistical term that measures the probability of a particular outcome given a set of conditions or parameters.