Question: Darius is studying how various usage situations influence the consumption of his company s products. He conducted qualitative analyses as well as surveyed a larger

Darius is studying how various usage situations influence the consumption of his company

s products. He conducted qualitative analyses as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Darius is performing the first two steps in an approach to develop

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