Answered: Discuss the external and internal…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Consider the following research project conducted by a company investigating a self-contained heating and lighting source designed for use during power failures. The product was given to the experimental subjects and they were asked to wait until dark, then turn off their heat and lights and test the product. A few days later, they were telephoned and interviewed about their opinions of the product. Discuss the external and internal validity of this experiment.

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