A Consumer Research Firm Is Hired to Determine Which Brand

question 11

Multiple Choice

A consumer research firm is hired to determine which brand of laundry soap is most preferred by consumers. After surveying a sample of housewives, they find that the most preferred brand is White Suds. Which of the following is the greatest threat to external validity in this study?

• A)Consumers' lack of interest in laundry products
• B)The absence of difference in laundry soaps between manufacturers
• C)The stereotypical assumption that only women do laundry
• D)Including both males and females in research investigations

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Definitions:

Direct Competitors

Businesses or entities that offer the same or very similar goods or services to the same customer or target market.

Catalog Retailer

A business that sells products through catalogs mailed to customers, who can place orders by mail, telephone, or online.

Competitive Advantage

An attribute or situation which positions a company more favorably or at an advantage relative to its competitors in the industry.

Distinctive Competency

A unique capability or skill that gives an organization a competitive advantage over its peers.