Quiz 7: Research: Gathering Information for Imc Planning
If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad, then he would be using the observation method of marketing research.
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Focus groups are a representative sample of the population.
In clutter tests, respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.
Researchers encounter the halo effect when asking people to rank promotional messages.
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