When small non-random focus groups are used to explore the behavior and motivations of a target audience, that methodology is an example of ______________.
a. Projective technique
b. Quantitative research
c. Ethnographic research
d. Test marketing
e. Qualitative research
Answer: e. Qualitative research
Business
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A resource or capability is said to be valuable if it allows the firm to exploit opportunities or negate threats in the environment
a. true b. false
Business
When a telemarketer calls a college student on the phone and offers a one-year subscription to BUSINESS WEEK at a 50 percent discount, this is an example of:
A. Personal selling B. Mass selling C. Publicity D. Sales promotion E. Advertising
Business