Author Question: Which activity is LEAST important in the marketing research process? a. searching for and collecting ... (Read 230 times)

schs14 · **on:** Jun 28, 2018

Which activity is LEAST important in the marketing research process?
a. searching for and collecting information
b. developing theories
c. analyzing data
d. making results publicly available

Question 2

Identify and discuss the three possible outcomes of customer evaluations.

JaynaD87 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

D

Answer to Question 2

(1) A customer's expectations may be confirmed, leading to judgments of satisfaction.
(2) A customer's expectations may be confirmed in a positive manner if the purchase experience surpasses expectations, leading to feelings of delight.
(3) A customer's expectations may be disconfirmed in a negative manner if the purchase falls short of expectations, leading to feelings of dissatisfaction.