Exam 2: Understanding Customer Needs

Looking across complementary product and service offerings is one way a company can

Focus groups allow clients to interact directly with customers.

Harley Davidson should turn to ethnography when trying to understand the emotional connection to the brand that would cause customers to tattoo the logo on their bodies.

Companies can only create customer value if they have an accurate understanding of customer needs.

Quantitative data collection by means of a questionnaire is referred to as

When Arbol Industries' sales professionals adopted the practice of visiting their customers at their place of work,they

Reliable,unbiased research can only come from customers.

Primary research is research that has already been conducted by someone else.

How do companies co-create value with the customer,and which medium is helping to facilitate this?

Participant observation is a process where the researcher actively participates with the customer to gain insights that other techniques may not be able to generate.

If Kodak wanted to test its customers' reaction to a new digital camera innovation,which research methodology would be best suited to this?

When FedEx,the overnight package delivery company,bought Kinko's,the document printing company,they became an example of a company that

The main problem with using marketing research to understand customer needs is that

By allowing customers to customize their bear and meet an unlimited set of needs,Build-A-Bear is

A data collection method where the moderator engages one respondent in a conversation for at least 60 minutes is referred to as a survey.

Research that has already been conducted by someone else is referred to as

The problem with using marketing research tools to understand customer needs is that customers may not be able to articulate their needs.

A process where the researcher actively participates with the customer to gain insights is referred to as

Secondary research cannot identify what gaps exist in knowledge or what traps to avoid.

Firms that take a product-centric approach to marketing tend to co-create value with their customers.