Coca-Cola Wanted to Understand How Consumers Decide Which Brand of Soft

question 73

Multiple Choice

Coca-Cola wanted to understand how consumers decide which brand of soft drink to purchase while they are shopping at a grocery store,so they hired a research firm that observed consumers as they made their selection in the store.Which type of research does this represent?

• A)Quantitative
• B)Survey
• C)Secondary
• D)Ethnographic
• E)Observational

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Definitions:

Social Disapproval

Negative reactions or responses from a social group or society towards certain behaviors, actions, or ideas.

Referent Informational Influence

The impact of adopting the behaviors or beliefs of a group or individual that one identifies with or aspires to be like for reasons of accuracy.

Innovation

The process of translating an idea or invention into a good or service that creates value or for which customers will pay.

Minorities

Groups in society distinguished by cultural, ethnic, racial, religious, or linguistic characteristics, often having less power or fewer rights compared to the dominant group.