Which of the following statements regarding qualitative research is NOT true? a.
ID: 3494007 • Letter: W
Question
Which of the following statements regarding qualitative research is NOT true?
a. It focuses on attitudes, opinions, and feelings of consumers.
b. It consists of depth interviews, focus groups, and projective techniques.
c. Findings are descriptive.
d. Questions are usually open-ended.
e. It usually involves the use of small sample sizes.
A recent commercial for a leading workout program told consumers that the brand in the ad was for men and women in the United States who want to experience the energy and vitality that results from the program. Based on this information, the marketer of the brand is targeting consumers based on these kinds of segmentation.
a. demographics and psychographics
b. usage situation and demographics
c. benefits sought and geography
d. geo-demographics and benefits sought
e. behavioral and geography
Which of the following statements about the impact of technology on consumer behavior is not true?
a. Social media provide a forum for consumers to post product information.
b. Consumers can order gifts online and have them sent to the gift recipients.
c. The Internet facilitates comparison shopping for a number of different products.
d. Many websites provide feedback on consumer product experience reviews.
e. The Internet is limited in that marketers can use it only as a communication tool.
Whereas ________ refers to the selection of one or more segments by a marketer to pursue, _______ refers to sending consumers personalized offers and promotional messages based on tracking online navigation.
a. segmentation; customization
b. targeting; customization
c. segmentation; behavioral targeting
d. behavioral targeting; targeting
e. targeting; behavioral targeting
The following is information from a commercial for a leading brand of air freshener: “New Febreze with OdorClear technology cleans away odors like never before.” Based on this information, what segmentation strategy has been used by the marketer for this product?
a. demographic
b. sociocultural
c. psychological
d. benefits
e. scent-based
Explanation / Answer
Ans 1 e) it usually involves the use of small sample sizes.
The sample size is determined by the time available to the researchers for data gathering.
Though the sample size is smaller than the quantitative researches but large enough to accomodate all the relevant information.
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