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Observation alone cannot supply all the necessary information as it is difficult to get exact demographic information from observation.

One way to distinguish goods from services is that services are inseparable from their service providers.

In a cluster sample, each cluster reflects the diversity of the whole population sampled.

Once consumers have used a product, seen it advertised, or noticed it in a store, it moves from the unknown to the known category, which increases the probability that they will purchase it.

Perception is the meaning a person attributes to incoming stimuli gathered through the senses of hearing, taste, smell, touch, and sight.

The Asian American population is more geographically distributed than either Hispanics or African Americans.

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

In a stratified sample, each selected subgroup is relatively homogeneous for a certain characteristic.

Purchasers of component parts and materials need regular, continuous supplies of uniform-quality products.

The Asian American subculture consists of numerous ethnic groups, each of which brings its own language, religion, and values to the marketplace.