A company which wants to objectively estimate the reaction of customers to possible changes in its marketing mix should use:
A) trend extension.
B) jury of executive opinion.
C) sales force estimates.
D) surveys, panels, and market tests.
E) None of the above.

Question

Quizplus · Accepted Answer

Surveys, panels, and market tests are methods of collecting data directly from customers in order to objectively estimate their reaction to possible changes in the marketing mix. Trend extension, jury of executive opinion, and sales force estimates are all subjective methods that rely on expert opinions rather than direct customer feedback.

A Company Which Wants to Objectively Estimate the Reaction of Customers