Joseph Is a University Student and a Keen Skate- Boarder

question 4

Multiple Choice

Joseph is a university student and a keen skate- boarder. He believes that he has the coolest part- time job in the world. He is employed by a market research company that expects him to hang out in skating venues, mix with his skating buddies and observe their behaviour, particularly noting any innovations in clothing, equipment, use of language, food preferences or venues frequented. Once a week, Joseph reports to the head office and prepares a short report. For 15 hours of observation he receives a salary of $350 per week. Joseph is engaged in which type of research?

• A) exploratory research
• B) causal research
• C) ethnographic research
• D) observational research
• E) experimental research

Understand the role of consumption communities in the consumer behavior process.

Grasp the concept and significance of brand loyalty in purchase behavior.

Recognize the expanded view of consumer behavior that includes pre-purchase, purchase, and post-purchase phases.

Describe the importance and application of relationship marketing in building long-term customer relationships.

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Definitions:

PE Ratio

Price-to-Earnings Ratio; a valuation measure for a company comparing its current share price to its per-share earnings.

Yield %

The income return on an investment, such as the interest or dividends received, expressed as a percentage of the investment's cost or value.

Default Risk Premium

The additional yield that investors require to invest in bonds that have a risk of default, compared to risk-free bonds.

Liquidity Risk Premium

The extra yield or return that investors demand for holding a security that may not be easily sold or converted into cash without a significant loss in value.