A Marketing Manager Wants to Know If a "2 for 1

question 54

Multiple Choice

A marketing manager wants to know if a "2 for 1" coupon will attract new customers.He will get the most persuasive results if he uses

• A)a focus group to ask consumers if they like the idea.
• B)an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons)are compared.
• C)personal interviewers to ask consumers how they will react.
• D)a mail survey to ask consumers if they use coupons and why.
• E)none of these would allow the manager to determine if the coupon will help get new customers.

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Definitions:

L Data

Life record data in psychology that pertain to the observable facts about a person's life.

Reliable

The level of consistency and dependability in the results provided by an evaluative device over time.

WEIRD Participants

Refers to subjects of behavioral science research who are predominantly from Western, Educated, Industrialized, Rich, and Democratic societies, leading to questions regarding the universality of study results.

Measures of Construct

Refers to tools or methods used to assess the presence and strength of theoretical constructs.