Marketing Research Is a Process Designed to Gather Information

question 92

Multiple Choice

Marketing research is a process designed to gather information

• A) exclusively about a company's customers.
• B) from the company's database.
• C) not currently available to decision makers.
• D) about the needs and desires of employees.
• E) concerning the interpretation of the company's sales goals.

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Definitions:

Inept Set

A group of brands that a consumer excludes from purchase consideration because they are viewed as unacceptable.

Inert Set

A group of brands or products that a consumer is aware of but feels indifferent towards when making a purchase decision.

Lexicographic Rule

A decision-making rule where alternatives are compared based on the most important attribute first; if one option is superior, the decision is made, otherwise the next most important attribute is considered.

Attribute Preference Rule

A decision rule used by consumers, focusing on a single characteristic of a product to make a choice, often when other decision criteria are overwhelming or unclear.