quiz 8

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

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

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

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

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

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

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

Advertising and market research agencies such as UK ACORN (using geographic and Demographic variables); US MOSAIC (using lifestyle variables); US VALS (using Psychographic and demographic variables) are example of __________-variable methods

• conjoint

• mixed

• 
  simultaneous

• single

• multiple

In the __________technique, the respondent is asked to assume the role or behavior of another person, or of an object under research.

• Mixed approach

• The brand or company as animal or person

• Projective techniques

• 
  Role-play

• The Friendly Martian

When customer needs and wants in a particular market are essentially homogeneous, and the costs associated with pursuing individual market segments with tailored marketing programs outweigh their longer-term economic value. Then a marketer should ___________the market

• segment

• target

• not target

• 
  not segment

• position