Mika Is the Marketing Research Manager for a Company That

question 24

Multiple Choice

Mika is the marketing research manager for a company that sells skis and other sporting equipment.His company currently has a profitable brand and a good share of the traditional ski market,but would like to enter the "extreme" category of winter sports.Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market.He does not have constraints on time,but he does have a modest budget for research.Mika should probably use _____ to obtain the data about the company's current products,and _____ to obtain information about the extreme consumers' attitudes.

• A)Mail surveys;online surveys
• B)Online surveys;focus groups
• C)Telephone surveys;focus groups
• D)Personal interview surveys;online surveys
• E)Focus groups;mail surveys

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Definitions:

Wearable Computer

A small, portable device designed to be worn on the body to perform computing tasks.

Augmented Reality

Augmented reality is a technology that overlays digital information, such as images or sounds, onto the physical world, enhancing one's perception of reality.

Virtual Reality

A computer-generated simulation of a three-dimensional environment that can be interacted with in a seemingly real or physical way through the use of special electronic equipment.

Microprocessor

The CPU, made up of millions of transistors embedded in a circuit on a silicon wafer or chip.