Once Consumers Have Recognized a Need,they Begin to Search for Ways

question 138

Multiple Choice

Once consumers have recognized a need,they begin to search for ways to satisfy that need.The internal search is characterized by

• A) looking through the internal records of a firm, often found on the company website.
• B) examining personal memories and knowledge.
• C) using the Internet to find what other consumers feel about a specific product or service.
• D) consulting close friends and families before expanding the search to a wider, external group.
• E) being influenced by advertising.

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Definitions:

Operationalization

The process of defining a fuzzy concept so as to make the concept measurable and to understand it in terms of empirical observations.

Hawthorne Effect

The effect that researchers themselves may have on an experimental group. The effect is named after an organizational study in which employees were found to be responding to the perceived interest of management rather than to the experimental condition itself.

External Validity

The extent to which the results of a study can be generalized to other situations, populations, or time periods beyond the study itself.

Diffusion

In experimental design, the problem of a treatment effect spreading from group to group as people communicate.