It profits through customer satisfaction

scaled response

open ended

double barrelled

Question 6 (1 point)

Scenario 5-5

According to marketing research conducted by the Specialty Equipment Market Association (SEMA), a growing number of people want to buy compact performance cars and customize them. They want to turn Honda Civics, Acura Integras, and Mitsubishi Eclipses into personalized statements of automotive expression. Eighty-four percent of these people are under 30, and 42 percent are of Asian descent. More than 80 percent of them are men. SEMA research shows that a high percentage of this population is interested in finding a domestic car that can be customized. At a recent automotive aftermarket show, Ford showed three Focus-based concepts to demonstrate its seriousness about reaching this market.

Refer to the scenario. What type of research would have been done if SEMA researchers had gone to parking lots and counted the number of customized vehicles and noted the different ways they were customized?

Question 6 options:

experimental

probability sample

observation

nonprobability survey

Question 7 (1 point)

When the Bombay Company, a retailer of upscale furnishings, first opened its e-commerce site, it drew a number of lookers but few buyers. The company’s recognition that a problem existed with its website is the first step in the marketing research process.

Question 7 options:

True

False

Which type of error occurs because the selected sample is an imperfect representation of the overall population?

Question 8 options:

frame

measurement

Question 9 (1 point)

Delia Johnson is the buyer for a large Christian bookstore. She is interested in learning more about the needs of people who are believers in Christ but who do not participate in organized religion. Johnson has decided to survey the people at her church for information. Which type of sample is Johnson gathering?

Question 9 options:

field service

random

Question 10 (1 point)

Which of the following is a technique for gathering primary data?

Question 10 options: