A. dichotomous
B. multiple choice
C. Likert scale
D. semantic differential
Conducting Marketing Research
When a group of six to ten people, considering specific demographics to discuss topic of interest, selected by researchers are classified as ……….?
A. focus group
B. group discussion
C. demographically selected group
D. psycho graphically selected group
The type of question in which a respondent can answer in unlimited ways is classified as ………?
A. completely unstructured
B. word association
C. sentence completion
D. story completion
The questions in questionnaire that allow respondent’s to express their own thoughts and words are called ……..?
A. open -ended questions
B. close-ended questions
C. stratified sampling
D. rating scale
The external marketing metrics consist of ………?
A. perceived quality and awareness
B. customer loyalty and retention
C. freedom to fall
D. both A and B
In marketing, the ‘resource adequacy’ is the best classified as ………?
A. internal marketing metrics
B. perceived metrics
C. quality metrics
D. loyalty metrics
In brand mantra, the process of defining the category and setting the brand boundaries is classified in the dimension of ……….?
A. communication
B. inspiration
C. simplifying
D. straddling
A company’s ability to perform in more than one way, but competitor’s cannot match is classified as ……….?
A. comparative advantage
B. competitive advantage
C. announcing advantage
D. relying advantage
If the points of parity and points of difference are not credible of both categories then the brand is ……..?
A. legitimate player
B. not legitimate player
C. straddle player
D. category point of difference