An internal search for information is never sufficient and requires an external search for consumers to find what they want.
a. True
b. False
Indicate whether the statement is true or false
Question 2The ________________ is used to study observable events during a service encounter that contribute in a significant way toward a satisfactory or unsatisfactory service experience.
Fill in the blank(s) with correct word
Question 3Digital and mobile advertising is most easily integrated and coordinated with other forms of promotion.
a. True
b. False
Indicate whether the statement is true or false
Question 4Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need.
a. True
b. False
Indicate whether the statement is true or false
Question 5Managers who probe a small group of (8 to 12) customers in depth on specific aspects of the service are using a __________ method of data collection.
Fill in the blank(s) with correct word
Question 6A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page.
a. True
b. False
Indicate whether the statement is true or false
Question 7The consumption process is based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation.
a. True
b. False
Indicate whether the statement is true or false
Question 8The ___________ research method is a traditional approach that is used to collect data from a large number of respondents.
Fill in the blank(s) with correct word
Question 9If you choose to block the websites that track your online activity, you will actually reduce the number of relevant advertisements targeted toward you.
a. True
b. False
Indicate whether the statement is true or false
Question 10When researchers study consumer behavior, they study a process that begins with product evaluation and ends with the perception of a need.
a. True
b. False
Indicate whether the statement is true or false
Quick Reply
