A. It helps to determine the preliminary effectiveness of marketing strategies on actual
B. It is commonly used for obtaining detailed descriptions or insights into the
motivational, emotional, attitudinal, and personality factors that influence marketplace
C. It helps to build theories and models to explain marketplace behaviors or
relationships between two or more marketing variables.
D. It is commonly used for developing valid scales for investigating specific market
factors, consumer qualities (e.g., attitudes, emotional feelings, preferences, beliefs,
perceptions), and behavioral outcomes.
In which of the following situations would you expect to find the purchase requiring
joint decision making?
A. A German company decides to spend $30 million on a new manufacturing facility in
B. A owner of a hair salon purchases a replacement chair for the salon
C. The supplies manager for a large law firm reorders stationery for the firm from the
firm's fixed supplier