Exam 5: Evaluating and Selecting Alternatives

Consumers select alternatives based on:

Which of the following is not a direct method for determining which evaluative criteria are being used?

Semantic-differential scales are an approach to determining the relative importance consumers assign to various evaluative criteria.

Which of the following is a common approach to determining consumers' judgments of brand performance on specific evaluative criteria?

A just-noticeable difference (JND) refers to the minimum amount that one brand can differ from another with the difference still being noticed.

A surrogate indicator is:

Best-worst scaling requires consumers to rate questions as 'best' or 'worst'.

The technique that requires consumers to judge the similarity of alternative brands is:

With the information provided by perceptual mapping the marketer can determine:

Evaluative criteria are:

Decision rules are limited to product category decisions and do not apply to brand choices.

Evaluative criteria are the various features a consumer looks for in a particular type of product to meet his/her needs.

Indirect methods for determining which evaluative criteria are being used include:

Give examples of features that consumers may use as surrogate indicators when purchasing products.

Which of the following is a useful approach for determining the relative importance consumers assign to various evaluative criteria?

A just-noticeable difference (JND) refers to:

Evaluative criteria can be:

Evaluative criteria can vary across consumers and/or product types and differ in:

The readily observable attribute of a product used to represent the performance level of a less observable attribute is known as:

All of the following are used as surrogate indicators of quality except: