Alia Was Satisfied with the Old Television That She Had

question 140

Multiple Choice

Alia was satisfied with the old television that she had owned for years. But after watching a few shows on her friend's big, flat-screen, HD television, she felt that she should buy a newer model for herself. Which of the following limitations of macro-marketing effectiveness does this illustrate?

• A) Customer satisfaction is easy to measure by means of a survey or a poll.
• B) Customer satisfaction depends on and is relative to individual aspirations.
• C) Customer satisfaction remains unchanged even when levels of expectation rise.
• D) The American Customer Satisfaction Index provides an accurate measure of satisfaction.
• E) The average level of customer satisfaction provides a complete picture for evaluating macro-marketing effectiveness.

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Definitions:

Regression

A statistical method used to determine the strength and character of the relationship between one dependent variable and one or more independent variables.

Hawthorne Effect

The phenomenon where subjects alter their behavior simply because they are aware that they are being observed.

Random Errors

Errors in measurement that lead to inconsistent results, often caused by unpredictable and uncontrollable factors.

Randomized Controlled Trials

A study design that randomly assigns participants into an experimental group or a control group to measure the effect of an intervention.