Researchers Are Planning Brand and Positioning Strategies by Asking Respondents

question 108

Essay

Researchers are planning brand and positioning strategies by asking respondents what they think of when they hear the brand name "iPod." Jan responded that she thought of "cool," "music," "freedom," "cutting edge technology," "hip," and "young." What are the researchers doing in this research? Why?

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Definitions:

Paste

The action of inserting content or data from the clipboard to a specific location in a document or application.

Paste List Arrow

A user interface element in software that offers options for how content will be pasted from the clipboard.

Ribbon

A graphical control element in software that houses a set of toolbars and icons for commands and features.

Cell References

Addresses used in spreadsheet programs like Excel to identify and access specific cells within a worksheet.