Videotaping consumers in action is gaining acceptance as an observational research technique.

A brand name should give buyers the correct connotation of the product’s image.

Controlling demand for a new product through the skimming strategy could save a company from dissatisfied customers by matching supply to the demand.

The success of any IMC program depends on identifying the members of an audience and understanding what they want.

The target market for a product is the specific segment of consumers most likely to purchase that particular product.

Critics of Maslow pointed out that depending on the personal value system of an individual, he/she might skip the level of esteem needs and move directly toward self-actualization.

As compared to happy customers, unhappy customers typically talk less about their buying experiences.

Census data is an example of primary data.

A stratified sample is a type of nonprobability sample.

Mass media such as TV ads, while still useful, are no longer the mainstay of marketing campaigns.