A Marketing Researcher Wants to Do a Survey to Probe

question 152

Multiple Choice

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products. He is LEAST likely to get what he wants if he uses:

• A) personal interviews.
• B) online focus groups.
• C) telephone interviews.
• D) a mail survey.
• E) None of these choices is very useful for getting in-depth information about consumer attitudes.

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Definitions:

Negative Value

A value less than zero, representing quantities opposite in direction or position to a reference point.

Z-score

A measurement of how many standard deviations a data point is from the mean of a data set.

Position

In a general sense, the location or placement of an object or entity; in data analysis, it might refer to the rank or order of a data point within a dataset.

Area

The extent or measurement of a surface or piece of land.