In Which of the Following Situations Would a Marketing Researcher

question 21

Multiple Choice

In which of the following situations would a marketing researcher be most likely to use executive interviews?

• A) a manufacturer of extruded plastic wants to determine where there are other markets for its products
• B) a manufacturer of frozen dinners wants to research the eating habits of its target market
• C) the producers of children's programming on public television want to learn more about the viewing habits of an audience composed of 5-12 year-old males
• D) a shampoo manufacturer wants to test which smells consumers perceive as relaxing and exhilarating
• E) an aluminum can manufacturer wants to research how people are disposing of cans

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Definitions:

Indeterminate

refers to a situation or outcome that is uncertain or undecided, and cannot be accurately predicted or calculated.

Indifference Curve

A graph representing combinations of goods or services between which a consumer is indifferent, showing preference levels.

Marginal Utilities

The added enjoyment or usefulness a consumer gets upon consuming an extra unit of a good or service.

Marginal Utility

The additional gain in enjoyment or utility that an individual experiences from consuming one more unit of a good or service.