Define response rate and discuss why a marketing manager might be concerned about the response rate achieved in a particular survey. Give an example.
Answer to relevant QuestionsPrepare a table that summarizes some of the key advantages and limitations of mail, e-mail, telephone, and personal interview approaches for administering questionnaires. Discuss how output from a marketing information system (MIS) might differ from the output of a typical marketing research department. Texmac, Inc., has an idea for a new type of weaving machine that could replace the machines now used by many textile manufacturers. Texmac has done a telephone survey to estimate how many of the old-style machines are now in ...In what types of stores would you expect to find (a) Convenience products, (b) Shopping products, (c) Specialty products, and (d) Unsought products? Consumer services tend to be intangible, and goods tend to be tangible. Use an example to explain how the lack of a physical good in a pure service might affect efforts to promote the service.
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