Market Research and product Design
31 When asked about consulting the customers, majority of companies were:
A. concerned about the costs
B. confident about the findings
C. uncertain of the benefits
32 After consultation through focus groups and surveys, a new product
A may be rejected because of design problems
B may still be unsuccessful when launched
C may have to be rushed through production
33 The first problem with asking customers about product design is that they
A tend to over-generalize
B cannot make up their minds
C have limited knowledge
34 Customers often have a mental block concerning
A products from different countries
B unfamiliar brand names
C applications of new technology
35 The problem with getting information from “lead users” is that these people
A are not familiar with the product
B are not typical
C are not very imaginative
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When products are upgraded, customers may feel that A. many of the changes are unnecessary B. the improvements have been introduced too slowly C. the product has lost its distinctive image
Questions 37-40
write ONE WORD ONLY for each answer
Consulting Customers
Companies would get better results if they used different 37. ______ when consulting customers.
Firstly, they should focus on the 38. ______ that customers want.
In addition, in some circumstances they should stop using 39. ______ questions.
For example in one survey related to shopping carts, anthropologist observed the 40. ______ of the shoppers to gain information.
答案
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