Word-of-Mouth communication networks are particularly important for service firms because service ...

Word-of-Mouth communication networks are particularly important for service firms because service customers tend to rely more on personal than nonpersonal sources of information.
 
 Indicate whether the statement is true or false

Question 2

Exploratory studies typically :
 a. Consume most of the research budget.
  b. Are large scale and highly structured.
  c. Are small scale and flexible
  d. Both A and C
  e. None of the above are correct.

Question 3

A brand image is a(n)
 a. neural impression of the sound or visual part of a brand and logo.
  b. subschema of brand equity relevant to products and services.
  c. cognition of brand icons and spokespersons.
  d. overview of all of the advertising campaigns and marketing efforts in the consumer's mind for that brand relevant to its competitors
  e. specific type of schema that captures what a brand stands for and how favorably it is viewed.

Question 4

Mistargeted communication is a special challenge associated with the service communication strategy.
 
 Indicate whether the statement is true or false

Question 5

A hypothesis:
 a. Is a broad, vague problem statement.
  b. Cannot be discovered during research.
  c. Is only found in causal research.
  d. Is an educated guess about how two or more variables are related.
  e. Does not have clear implications for testing the relationship between variables.

Question 6

A schema for ourselves is known as a
 a. human brand image.
  b. personality-schema.
  c. self-schema.
  d. schematic self.
  e. personality-image.