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:

Common Stock

Equity ownership in a corporation, with voting rights and eligibility to receive dividends.

Convertible Bonds

Bonds that can be converted into a predetermined number of a company's shares, typically at the discretion of the bondholder, blending debt and equity investment characteristics.

Diluted Earnings

A calculation of a company's earnings that takes into account all potential shares that could be claimed or converted into common stock, impacting the earnings per share metric.

Weighted Average

A calculation that takes into account the varying degrees of importance of the numbers in a data set, assigning weights to some of the numbers more than others.