Reader's Digest Conducts an Annual Survey Across 18 Different European

question 62

Multiple Choice

Reader's Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of:

• A) an anchored scale
• B) an unanchored scale
• C) a summated scale
• D) a staple scale
• E) a graphic intensity scale

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Definitions:

Sales

The activities involved in selling goods or services to customers, including negotiation, closing deals, and transaction processing.

Asset Turnover

A financial ratio that measures the efficiency of a company’s use of its assets in generating sales revenue.

Sales Revenue

The gross revenue is the entirety of income that comes from selling products or services, prior to deducting any costs.

Total Invested Capital

The sum of a company's equity and debt capital, representing the total amount of capital invested in the business.