Question $1$

T$/$F questions

Positioning of a brand involves both strategic and promotional decisions.

T

True

F

False

Question $2$

T$/$F questions

By definition, insights do not have to be unexpected.

T

True

F

False

Question $3$

T$/$F questions

The extent to which a brand is preferred over a competing brand is an important indicator of its level of brand equity.

T

True

F

False

Question $4$

T$/$F questions

Quantitative research normally precedes qualitative research when we have little idea about the focal topic under investigation.

T

True

F

False

Question $5$

Multiple$-$choice questions

One way of assessing where a brand is positioned relative to another brand is to use a $\_\_\_\_\_\_\_\_\_.$

perceptual map

perceptive map

brand salience map

perceived map

None of the above

Question $6$

T$/$F questions

Positioning of a brand involves exclusively promotional decisions.

T

True

F

False

Question $7$

Multiple$-$choice questions

An insight is by definition $\_\_\_\_\_\_\_\_.$

expected

unexpected

useful

not useful

None of the above

Question $8$

Multiple$-$choice questions

Which of the following research techniques are we using when we ask a person to complete a sentence such as $$Volvo drivers are $\_\_\_\_\_\_\_\_?$

Association

Completion

Construction

Expressive

Choice or ordering

Question $9$

Multiple$-$choice questions

The concept that captures a brand$$s mental location in people$$s minds, relative to competing brands is known as its $\_\_\_\_\_\_\_\_\_.$

image

brand

symbol

sign

position

Question $10$

Multiple$-$choice questions

The use of thought or speech bubbles in questioning is an example of which of the following research techniques?

Association

Completion

Construction

Expressive

Choice or ordering

Question $11$

T$/$F questions

The ultimate objective of brand advertising is to increase price.

T

True

F

False

Question $12$

Multiple$-$choice questions

Interviewbased consumer insights can come from $\_\_\_\_\_\_\_\_.$

broadcast ratings

big data

large$-$scale surveys

ethnographic studies

combinatory data mining

Question $13$

Multiple$-$choice questions

Brand positioning can be defined as creating $\_\_\_\_\_\_\_\_\_$ associations in the minds of the target audience, so that the brand comes to represent something $\_\_\_\_\_\_\_\_\_$ and stands apart from competition.

strong and distinctive; relevant and personal

strong and favorable; different and relevant

favorable and distinctive; different and relevant

distinctive and strong; salient and personal

None of the above

Question $14$

Multiple$-$choice questions

Projective research techniques have their roots in which field of psychology?

Psychoanalysis

Behaviourism

Conditioning theory

Social psychology

Environmental psychology

Question $15$

Multiple$-$choice questions

Which of the following research techniques are we using when we ask a person to place brands in some sort of order, based on certain criteria?

Association

Completion

Construction

Expressive

Choice or ordering

Question $16$

Multiple$-$choice questions

Which of the following is associated with the issue of profitability when considering the strategic positioning of the brand?

Can we increase the price?

Which targeted segment$($s$)$ best generates the revenue?

How much penetration can be achieved with the chosen segment$($s$)?$

A and B

A$,$ B and C

Question $17$

Multiple$-$choice questions

A workable insight is by definition $\_\_\_\_\_\_\_\_.$

expected and useful

unexpected and not useful

expected and not useful

unexpected and useful

neither unexpected not useful

Question $18$

Multiple$-$choice questions

Which of the following research techniques are we using when we ask a person to say what comes to mind when they view stimulus?

Association

Completion

Construction

Expressive

Choice or ordering

Question $19$

T$/$F questions

Since positioning occurs in the minds of the target audience, it follows that its success or failure also depends on the desirability of its mental associations.

T

True

F

False

Question $20$

Multiple$-$choice questions

Although there are many positioning tactics one can use, our first concern should be to find a tactic that can best give a brand what sort of associations?

Unique, distinctive, relevant and clear

Strong, unusual, distinctive and clear

Strong, favorable, unique and relevant

Unique, favorable, distinctive and relevant

Strong, unique, distinctive and clear

Question $21$

T$/$F questions

When we have little idea about a focal topic, we should always run a preliminary quantitative study before embarking on a large$-$scale qualitative research.

T

True

F

False

Question $22$

Ethnographic studies are expensive to conduct because $\_\_\_\_\_\_\_\_.$

A$.$it is time$-$consuming

B$.$detailed work is needed to document the lives of consumers

C$.$a large sample is needed

D$.$A and B

E$.$A$,$ B and C

Question $23$

Deprivation studies are most useful when $\_\_$