Which of the following is true of a Q-score?
A)It explains the popularity of a prime time television show.
B)It describes the size of television viewing audiences that prefer to buy a product based solely on the celebrity who endorsed it.
C)It answers the question, "How appealing is a celebrity endorser among people who do know him or her?"
D)It answers the question, "What percentage of people see celebrities as trendsetters?"
E)It identifies the emotional impact that advertisements have on the target audiencE.The well-known Q-score is calculated by taking the percentage of respondents who indicate that a person is "one of my favorites" and then dividing that number by the percentage of respondents who indicate they have heard of that person.This score thus answers the question, How appealing is the person among those who do know him or her?

Question

Quizplus · Accepted Answer

The Q-score is a measure of a celebrity's appeal among those who know them. Specifically, it answers the question of how appealing a celebrity endorser is among people who know them. The score is calculated by taking the percentage of respondents who indicate that the celebrity is "one of my favorites" and dividing that by the percentage of respondents who have heard of that celebrity. It does not relate to the popularity of a television show or the size of a viewing audience, nor does it address the percentage of people who see celebrities as trendsetters or the emotional impact of advertisements.

Which of the Following Is True of a Q-Score