Which type of question requires the respondent to choose one of two alternatives?
a. simple-dichotomy
b. bipolar
c. dual-coded
d. checklist
Question 2Which of the following is the aim of relationship marketing?
a. to develop long-term relationships c. to manage relationships between the brand and customer
b. to establish lucrative short-term relationships d. to manage relationships between the supplier and distributor
Question 3____ are Mexican plants that make goods and process food for export to the United States.
a. Zaibatsus
b. Chaebols
c. Maquiladoras
d. Sogo shoshas
Question 4The process of identifying the actual measurement scales to assess the variables of interest is called _____.
a. operationalizing
b. synthesizing
c. verifying
d. conceptualizing
Question 5The general approach and techniques of marketing research applies to both domestic and international contexts, but additional issues that must be considered in international research. Discuss these issues that are unique to the international arena.
Question 6Compared to open-ended response questions, fixed-alternative questions _____.
a. require less interviewer skill
b. take less time
c. are easier for the respondent to answer
d. all of these choices
Question 7A successful marketing communications program has to create which of the following?
a. brand image c. brand equity
b. brand unity d. brand utility
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