A Marketer of Breakfast Cereals Might Send Researchers to Preselected

question 71

Multiple Choice

A marketer of breakfast cereals might send researchers to preselected households at 6 A.M.to watch families go about their morning routines.The client could also assign a researcher to accompany family members to the grocery store to record their behavior under actual shopping conditions.This type of research method is considered as:

• A)focus group.
• B)invasion of privacy.
• C)consumer panel study.
• D)factor analysis.
• E)observation.

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Definitions:

Balanced Scorecard

A strategic planning and management system used to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organizational performance against strategic goals.

Return on Investment (ROI)

An evaluation metric that assesses the effectiveness or financial gain of an investment by dividing the net earnings by the initial investment cost.

Residual Income

The net operating income that an investment center earns above the minimum required return on its operating assets.

Non-Value-Added Time

Time spent on production or administrative activities that do not contribute to the customer's value perception of the product or service.