In Ad Tracking Research, If Respondents Are Asked If They

question 130

Multiple Choice

In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?

• A)Brand image
• B)Brand equity
• C)Impression
• D)Emotional

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Definitions:

Alternative Hypothesis

The hypothesis that there is a significant difference between groups or conditions, as opposed to the null hypothesis.

Contingency Table

A contingency table is a type of table in a matrix format that displays the frequency distribution of the variables.

Contingency Tables

A type of table in a matrix format that displays the frequency distribution of the variables.

Qualitative Variables

Variables that express categorical, non-numeric information, such as gender, race, or type of living arrangement.