Gaining Consumer Insights

question 60

Multiple Choice

Gaining consumer insights:

• A) involves probing deeper to understand the underlying motivations for a given behaviour.
• B) involves only looking at secondary research.
• C) is the first step to determining the required research method to use.
• D) involves manipulating the dependent variable.

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Definitions:

Activity-Based Measure

A performance metric or accounting method that identifies activities in an organization and assigns the cost of each activity to all products and services according to the actual consumption by each.

5C Model

A marketing model encompassing five essential elements: Company, Customers, Competitors, Collaborators, and Context.

Balanced Scorecard

A strategic planning and management system used to align business activities to the vision and strategy of the organization, tracking performance against strategic goals.

Generic Measures

Broad, non-specific metrics used to evaluate or compare general aspects of performance or quality.