Dean Is a Quantitative Researcher Who Studies Attitudes About Computer

question 102

Multiple Choice

Dean is a quantitative researcher who studies attitudes about computer use. Which of the following data collection strategies is most consistent with Dean's research philosophy?

• A) Observe a few participants over an extended period of time as they work on computers.
• B) Conduct focus group interviews to determine computer users' attitudes.
• C) Interview a few participants and ask them to refer others to the study.
• D) Develop and administer a Likert-type survey to collect attitude data.

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Definitions:

Sales Orientation

A business approach focused on selling as many products as possible without necessarily considering customer needs and wants.

Marketing Analytics

The method of evaluating, controlling, and examining marketing achievements to enhance efficiency and improve the return on investment (ROI).

Distribution Factors

The elements that influence the distribution of goods from manufacturers to consumers, including transportation, warehousing, and retail channels.

Marketing Concept

A philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.