1.) Studying the impact of an increase in advertising on sales requires the use of:
a. survey research.
b. causal (experimental) research.
c. exploratory research.
d. observational research.
e. longitudinal analyses.
2.) Budweiser's "King of Beers" slogan is an example of positioning a product by __________.
c. product user
d. product attributes
e. product class
3.) Compared to exploratory research, descriptive research is typically __________ formal and __________ expensive.
a. less; less
b. more; more
c. more; less
d. less; more
e. similarly; similarly
4.) Offering students points for coming to class on time is a good example of ____________.
a. imitative behavior
c. Jungian logic
d. classical conditioning
e. instrumental conditioning
5.) The term positioning means
a. the specific placement of an advertisement on a page
b. the types of advertisements needed to sell the product
c. the image customers have about a product in relation to competitors
d. how the product is priced compared to competitors
e. where the product is placed on the shelf