A simple-dichotomy question is an open-ended alternative question that requires the respondent to choose one of two alternatives.
Indicate whether the statement is true or false
Question 2A consumer participating in a marketing focus group is given the category of office supply stores and then asked What brand name comes to mind when you think of this category? Nine out of ten of the consumers say Office Max. In this study, Office Max has the greatest:
a. sales.
b. competence in the consumers' mind.
c. top-of-mind awareness.
d. level of sophistication.
Question 3According to the text, in considering the responsibility for revenue production, salespeople usually feel the brunt of the pressure along with:
a. the firm's stockholders.
b. the firm's production staff.
c. the firm's management staff.
d. the firm's financial staff.
e. the customer service supervisor.
Question 4Fixed-alternative questions facilitate coding, tabulating, and interpreting the data.
Indicate whether the statement is true or false
Question 5A Lord and Taylor house brand cashmere sweater retails for 99 . A very similar sweater with a Ralph Lauren label sells for 219 . The difference between the price of the high-end label product and the private brand product is called:
a. the revenue premium.
b. reverse equity.
c. salience.
d. brand differential.
Question 6Salespeople have the following relationship with revenue in most business firms:
a. indirect.
b. direct.
c. no relationship.
d. parallel.
e. inverse.
Question 7When respondents are asked to list three brands of soft drinks on a questionnaire, this is an example of an open-ended response question.
Indicate whether the statement is true or false
Quick Reply
