Without specifying the criteria for evaluating competing products, customers are asked to rate the degree to which they can differentiate two competing products
This technique of capturing customers' views about competing products or services is called ________.
A) the rotational axis analysis
B) perceptual mapping
C) the emphatic method
D) benchmarking
E) product positioning
B
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Soccer's World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n) ________
A) idea B) place C) luxury item D) event E) service
Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale?
A) With an odd number of categories, the middle scale position is generally designated neutral or impartial. B) The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. C) A rating scale with an even number of categories should be used if the researcher wants to force a response. D) All of the above statements are true.