Measures that can take on only one of a finite number of values are called _____.
a. discrete measures
b. neutral measures
c. limited measures
d. continuous measures
Question 2Coca-Cola's advertising campaign focusing on its contoured bottle and classic taste is an example of which of the following strategies?
a. positioning by product attribute c. positioning by competitors
b. positioning by product class d. None of the above.
Question 3All of the following can be measured using ratio scales EXCEPT _____.
a. gender
b. income
c. temperature
d. weight
Question 4Crest toothpaste indicates that fluoride is perceived to be an important attribute in toothpaste. This is an example of which of the following strategies?
a. positioning by product attribute c. positioning by competitors
b. positioning by intangible factor d. positioning by country of origin
Question 5Which of the following is a defining characteristic in determining between ratio and interval scales?
a. number of items
b. absolute zero
c. number of intervals
d. nominal values
Question 6Which of the following is a message strategy that focuses on creating a mental association between the firm's brand and an important product attribute?
a. positioning by product attribute c. positioning by competitors
b. positioning by intangible factor d. positioning by country of origin
Question 7A company's stock price is best described as an example of a(n) ______ scale.
a. ordinal
b. interval
c. ratio
d. nominal
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