Question 1

The Zaltman metaphor elicitation technique (ZMET) proposes which of the following?

Accepted Answer

A)   That consumers think in images not words
B)   That asking consumers what they think of brand will not elicit deep knowledge structures?
C)   Photos enable the user to communicate subconsciously held information about their brand-relationship
D)   All of these A

Question 2

The Zaltman metaphor elicitation technique (ZMET) is which of the following?

Accepted Answer

A)   Survey
B)   Ethnography
C)   Conjoint analysis
D)   Projective technique D

Question 3

Which qualitative tool is both effective and efficient for brand managers in identifying associations?

Accepted Answer

A)   Ethnography
B)   Focus groups
C)   Netnography
D)   Projective techniques D

Question 4

Measuring brand authenticity involves scales that assess the brand on which of the following?

Accepted Answer

A)   Heritage
B)   Popularity
C)   Integrity
D)   None of these

Question 5

Ethnography is useful for brand managers because ______.

Accepted Answer

A)   it generates quick insights
B)   it enables you to test brand ideas
C)   it is naturalistic and less subject to researcher bias
D)   none of these

Question 6

Netnography is valuable because ______.

Accepted Answer

A)   so much data can be accessed at once
B)   it is easier than ethnography
C)   it is more modern than ethnography and will impress managers
D)   it enables one to look back, identifying key episodes, thereby making it more efficient than ethnography

Question 7

Using Keller's brand scorecard, how would you assess if the brand was properly positioned?

Accepted Answer

A)   Whether the brand promise is consistent
B)   Whether the brand promise has a clear social purpose
C)   Whether the brand promise is distinct, different and deliverable
D)   None of these

Question 8

Why are brand managers encouraged to monitor fringe ideas r conversations?

Accepted Answer

A)   To identify any doppelganger threats
B)   To identify sources for cultural brand innovation
C)   To identify un-predicted brand-related conversations
D)   All of these

Question 9

What does brand tracking provide brand managers with?

Accepted Answer

A)   A signal of expertise
B)   Comparative performance on key brand associations
C)   A health check of the brand
D)   All of these

Question 10

Conjoint analysis is useful for what type of decisions?

Accepted Answer

A)   Identifying how popular your brand is
B)   Trade-offs between user benefits
C)   Measuring brand associations
D)   None of these

Question 11

Encouraging users to 'like' a brand post on social media is an example of what type of engagement?

Accepted Answer

A)   Behavioural
B)   Cognitive
C)   Emotional
D)   All of these

Question 12

Social influence bias effects focus groups. What does this refer to?

Accepted Answer

A)   Few people want to talk up in public
B)   The moderator can lead attendees towards a certain answer
C)   People turn up solely for a fee and say anything
D)   Attendees may simply go along with the views of one or two members in order to avoid conflict

Question 13

Humorous advertising is an attempt to trigger what type of engagement?

Accepted Answer

A)   Behavioural
B)   Cognitive
C)   Emotional
D)   All of these

Question 14

Quantitative research is useful because it does what?

Accepted Answer

A)   Enables you to measure differences between brands
B)   Generates interesting stories about the brand
C)   Helps consumers access subconsciously held information
D)   None of these

Question 15

Ethnography is less valuable for brand managers because ______.

Accepted Answer

A)   it is naturalistic and less subject to researcher bias
B)   it is cheap and easy
C)   it generates quick results
D)   it is unpredictable and time-consuming

Question 16

Using Keller's brand scorecard, how would you measure whether a brand excels at delivering customer benefits?

Accepted Answer

A)   Whether the brand provides linking value
B)   Whether the brand provides signalling value
C)   Whether the brand provides use value
D)   All of these

Question 17

Qualitative research is useful because it does what?

Accepted Answer

A)   Identifies how many users like your brand
B)   Generates user-driven insights about the brand
C)   Enables you to measure differences between brands
D)   Enables you to track the brand's performance

Question 18

How can a brand avoid becoming commoditized?

Accepted Answer

A)   Educate consumers to ask for the brand name of the product
B)   Sue competitors for copying their brand
C)   Innovate to broaden the brand's meaning
D)   All of these

Question 19

When you show consumers a list of brands in a category and ask if they know any of them, what are you measuring?

Accepted Answer

A)   Recognition
B)   Top of mind awareness
C)   Commoditization
D)   Recall

Question 20

Assessments of how cool you brand is represent which of the following?

Accepted Answer

A)   An important measure of equity
B)   How your target market views your brand
C)   A judgement of brand authenticity
D)   None of these

Exam 4: Data, Insights and Measurement