Conducting Marketing Research

A. legitimate player
B. not legitimate player
C. straddle player
D. category point of difference

A. comparative advantage
B. competitive advantage
C. announcing advantage
D. relying advantage

A. communication
B. inspiration
C. simplifying
D. straddling

A. internal marketing metrics
B. perceived metrics
C. quality metrics
D. loyalty metrics

A. perceived quality and awareness
B. customer loyalty and retention
C. freedom to fall
D. both A and B

A. open -ended questions
B. close-ended questions
C. stratified sampling
D. rating scale

A. completely unstructured
B. word association
C. sentence completion
D. story completion

A. focus group
B. group discussion
C. demographically selected group
D. psycho graphically selected group

A. dichotomous
B. multiple choice
C. Likert scale
D. semantic differential

A. questionnaires
B. qualitative measures
C. technological devices
D. random sample