Author Question: Which type of research attempts to verify a theory or to learn more about a marketing concept, but ... (Read 29 times)

olgavictoria · **on:** Jun 28, 2018

Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem?
a. performance-monitoring research
b. basic research
c. total quality management
d. scientific method

Question 2

Michael stayed at a Hampton Inn last weekend. What are the two categories of the purchase that he considers? Give an example of each category.

TINA · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

B

Answer to Question 2

The two categories are the core of the purchase itself and the service that surrounds the purchase. Examples of the core are the cleanliness of the room, the price, the breakfast, and the Internet and TV features. Examples of the service are the friendliness of the check-in clerk and the courteous nature of the bag attendant.