One of the most useful forms of analysis in marketing research is the _____,which combines information about customer perceptions and importance ratings.
A) Zone of tolerance chart
B) Hierarchical needs matrix
C) Importance/performance matrix
D) Perception/expectation hierarchy
E) Quality/satisfaction chart

Question

Quizplus · Accepted Answer

The importance/performance matrix is the most useful form of analysis that combines information about customer perceptions and importance ratings. It allows researchers to identify areas of improvement for a product or service, as well as areas where the company excels compared to competitors. The other options listed are not as commonly used in marketing research, or are not specifically focused on combining customer perceptions and importance ratings.

One of the Most Useful Forms of Analysis in Marketing