
quiz 8
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Khang Minh
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20 questions
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1.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
While ___________approaches to image research often focus on the core object (brand, product, company, etc.) in isolation, the ____________ approaches typically consider positioning relative to the positioning of major competitors and relative to the desires, wants and needs of target customer segments.
quantitative; qualitative
post-hoc; priori
qualitative; quantitative
priori; post-hoc
single variable; multiple variable
2.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
In the ___________ approach, the final segmentation scheme is not known in advance, nor is the appropriate number of segments. The segmentation scheme emerging is likely to be unique to the specific analysis, identifying new opportunities not necessarily seen by competitors.
priori
empirical
post-hoc
positivistic
clustering
3.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
In the ____________method, drawings of key frames from a commercial with ‘bubble’ speech. Respondents are then asked for their reactions and helped to describe the feelings they have towards the items being advertised.
Visual product mapping
Association technique
Animatics
Cartoon and story completion
Concept board
4.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
In the _____________technique, the interviewer/group moderator assumes the role of an alien recently landed from space and asks members of the group to explain a particular product and how it is used.
Projective techniques
The brand or company as animal or person
The Friendly Martian
Mixed approach
Role-play
5.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
The data required for segmentation studies can be broken down into two parts: 1. The data are analyzed to form the segments such as usage rate, benefits sought, shopping behavior, media usage, etc. 2. The data are used to help describe the segments once they are formed such as __________ and socio-economic data.
behavioral
attitudinal
demographic
motivational
psychographic
6.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Under Attribute Profiling Methods, the dimensions that respondents use to differentiate and choose between alternative offerings are included in a survey and presented as ___________ scales for respondents to give their views on.
interval
ratio
semantic
ordinal
nominal
7.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
The essence of ______________method is that they seek to look at a number of dimensions simultaneously, rather than separately, in an attempt to reflect more closely the way in which customers view the market
clustering
Time series
Discriminant
Multi-dimensional
regression
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