If Kodak Wanted to Test Its Customers' Reaction to a New

question 75

Multiple Choice

If Kodak wanted to test its customers' reaction to a new digital camera innovation, which research methodology would be best suited to this?

• A) mall intercept surveys.
• B) telephone surveys.
• C) online questionnaires.
• D) depth interviews.
• E) focus groups.

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Definitions:

Discretionary Income

The amount of an individual's income that is left for spending, investing, or saving after taxes and personal necessities (like food and shelter) have been paid.

Disposable Income

The amount of money an individual or household has to spend or save after taxes have been deducted.

Inflation

A measure of the rate at which the general level of prices for goods and services is rising, and, subsequently, purchasing power is falling.

Gross Domestic Product

The complete value, in monetary or market terms, of all final goods and services made within the confines of a nation during a particular time frame.