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Unit 6 DB Marketing

Which survey method (mail, telephone, or personal interview) would you use for the following situations? Explain your choice.

Situation 1

Administration of a questionnaire by a local auto dealership that wishes to find out customers’ satisfaction with a recent purchase or service performed on their auto.

Situation 2

Administration of a questionnaire by a national manufacturer of breakfast cereals in order to test consumers’ attitudes regarding a new cereal flavor that has just been released onto the market with a large advertising campaign.


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