Author Question: A situation analysis includes a discussion of customers. What should be included ... (Read 43 times)

fagboi · **on:** Jun 28, 2018

A situation analysis includes a discussion of customers. What should be included here?

Question 2

An individual respondent's scores on each individual latent factor are represented by ____ scores.
a. factor loading
b. factor reduction
c. composite factor
d. latent construct

frankwu0507 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

This section should contain data about our customers. It can begin with secondary data, but we must ultimately collect our own by contacting our customers as well as past customers, potential customers, and our competitors' customers. This includes demographic information such as age, income, household composition, and location as well as psychographic information such as attitudes about products, competitors, and ads. We should also include information about buying behavior, satisfaction, and loyalty/rewards programs. We want to address the following questions as well: Why don't non-buyers buy? When our buyers buy, what channel do they prefer? When our buyers buy, do they seem to be price sensitive? What changes have we seen in buyers, and what changes do we expect to see in the future?

Answer to Question 2

C