A population, used for market research purposes, is a subgroup of the total sample selected for analysis.

A small service agency is trying to assess clients’ view of the quality of service over the past year. If the company has had 1000 clients over the past 12 months, then all 1000 clients constitute the population considered for the survey.

Households with two wage earners are more likely than others to make joint purchasing decisions.

Convenience samples are mostly used in definitive studies.

One of the steps involved in measuring customer satisfaction is compiling feedback from customers regarding present performance.

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Since rubber purchased by Goodyear is utilized to manufacture tires that are ultimately used by consumers for their automobiles, rubber is a consumer product for Goodyear.

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

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.

Building and managing long-term relationships between buyers and sellers are the hallmarks of transaction-based marketing.