What are some elements of the marketing communications mix?
Question 2The value of brands can be seen on balance sheets.
Indicate whether the statement is true or false
Question 3All of the following are advantages of semi-structured interviews EXCEPT _____.
a. ability to address more specific issues
b. responses are usually easier to interpret than other qualitative approaches
c. questions are administered without the presence of an interviewer
d. high degree of scrutiny
Question 4Describe the randomized response techniquewhy it is used, how it is applied, and an example of its use.
Question 5A researcher has assigned 1 to represent freshman, 2 for sophomore, 3 for junior, 4 for senior, and 5 for graduate student. These labels (i.e., freshman, sophomore, etc.) assigned to the numeric code are called _____.
a. value labels
b. coding labels
c. cues
d. strings
Question 6What are the levels of the process hierarchy?
Question 7The main goal of the product development process is to develop a standard product or product line.
Indicate whether the statement is true or false
Question 8Hank is a researcher who is discussing football fan behavior with a respondent. His approach is almost completely unstructured, and he enters into a discussion with few expectations. What he wants is for a respondent to tell him about his or her experience as a football fan. Hank will then try to derive meaning from the resulting dialog. Which qualitative research technique is Hank using?
a. conversation
b. focus group
c. depth interview
d. case study
Question 9Outline the broad interrelated guidelines in constructing a questionnaire.
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