Livingston Lures develops and markets electronic fishing lures that emit various sounds associated with baitfish. This feature

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Livingston Lures develops and markets electronic fishing lures that emit various sounds associated with baitfish. This feature makes a Livingston Lure much more effective than traditional lures because it attracts fish from a considerable distance, and the sound causes fish such as bass or trout to savagely attack the lure. In an effort to survey the reactions of potential buyers, the company hires a research firm to intercept fishermen at boat launches, secure their cooperation to use a Livingston Lure electronic lure under development sometime during their fishing trip that day, meet them when they return, and verbally administer questions to them. As an incentive, each respondent will receive three lures to try that day, and five more will be given to each fisherman who answers the questions at the end of the fishing trip.

What opening comments should be verbalized when approaching fishermen who are launching their boats? Draft a script to be used when asking these fishermen to take part in the survey.

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Marketing Research

ISBN: 9780134895123

9th Edition

Authors: Alvin C. Burns, Ann F. Veeck

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