Chapter 18 for the book \"Basic Marketing Research: Integration of Social Media

Question

Chapter 18 for the book "Basic Marketing Research: Integration of Social Media 4th Edition":
Question 2: Can the likelihood of "recommend your primary provider to someone you know" (Q2) be explained by the ratings of the primary financial provider (Q6_a through Q6_m) when these ratings are considered simultaneously?

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Referen . Assoc iated Press. "Bank of America to Acquare Counirywide Deagl ar Countrys Largest Mortgage Lender Valued at 14 1 acssed However, the a or afss SERVICES introduction SURVEY survey asks some questions about financial your cooperation in answering these Part A. Financial Services Provider 1. if you were selecting a primary finan is greatly (X ONE box for EACH.) today, hovw Somewhat I important performance of investments with this provider Important Unimportant at Aill th of products and services to meet the 50 20 40 c Depth range of your investment needs Multiple providers' products to choose from Knowledge of representatives or advisors you d. Ability to resolve problems e Online services offered so 3 3 3 3 0 40 20 g Quality of advice 20 deal with 40 10 5 0 3D 3 0 3 Access to other professional resources 20 t Degree to which my provider knows me Quality of service 50 20 Extremely Very Somewhat Somewhat Very Likely Likely uikely Unlikely Unlikely your primary provider to 2. How likely are you to 20 50 40 30 someone you know? (x ONE box.).. 2 How likely is it that you will continue to use your primary pro- 40 30 2O 10 ider at least at the same level as up to now? OK ONE box.) 4 How likely is it that you or your household will drop or replace your primary provider? (X ONE box.) How would you rate the advantage to you of using your imary provider rather than other financial services providers?Very Big Big m 30 SlightNone 40 X ONE box.)

Explanation / Answer

2- In the market research case given here, the reasearch company will definitely recommend primary provider to someone the company know, whom it can believe and trust.But it is not correct that always primnary provider should be a known source sometime it can be not known to company in that degree but whom the company can trust.My response in Q2 will be very likely.The rating of primary financial provider is extremly important to know which primary financial provider will be best for the organisation.I think the likelihood of primary provider someone company know can be explained properly through Q6.

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