Retailers should remember that Gen Y consumers get most of their retail information from newspapers.
Indicate whether the statement is true or false
Question 2The researcher who leads the focus group discussion is called a(n):
a. analyst.
b. moderator.
c. participant-observer.
d. focus blog.
Question 3Customer satisfaction is only achieved when the total shopping experience has exceeded the customer's expectations.
Indicate whether the statement is true or false
Question 4When a focus group discussion is recorded on videotape so that it can be analyzed at a later time, what type of advantage is this?
a. Scrutiny
b. Piggybacking
c. Case study
d. Narrowcasting
Question 5The easiest way for a retailer to gain competitive advantage is to:
a. have the best location.
b. satisfy the customer's needs and wants better than the competition.
c. have the lowest prices.
d. reduce the costs of providing customer service.
e. have the highest paid sales force.
Question 6In a focus group, when the comments of one member trigger follow-up comments from another member of the group, this is called:
a. participant-observing.
b. piggybacking.
c. a case study.
d. quantitative measurement.
Question 7Your mechanic calls to tell you that it has been 3 months since you gave your car for service. This situation is an example of which of the following environmental forces?
a. Legal environment
b. Political environment
c. Socioeconomic environment
d. Competitor behavior
e. Consumer behavior
Question 8When Ford Motor Co creates a computer drawing of the design of a new sedan and has a group of six to ten people in the target market discuss whether they like or dislike this design, this is an example of a:
a. participant-observation.
b. case study.
c. focus group.
d. quantitative research study.
Question 9The text's planning and management model indicates that a retail manager must become engaged in which of the following major tasks?
a. Buying and selling.
b. Merchandise selection and locations decisions.
c. Hiring, firing, and promoting of employees.
d. Strategic planning and operations management.
e. Store layout and customer service decisions.
Question 10An unstructured discussion by a group of six to ten people about a new product idea is called a:
a. participant observation.
b. quantitative research study.
c. case study.
d. focus group.
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