What Does Brand Tracking Provide Brand Managers With

question 9

Multiple Choice

What does brand tracking provide brand managers with?

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

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Definitions:

Type II Error

The error that occurs when a statistical test fails to reject a false null hypothesis, incorrectly concluding that there is no effect or difference when there is.

Null Hypothesis

A default position that there is no association between two measured phenomena or no difference among groups being compared.

Two-Tailed Test

A statistical hypothesis test in which the critical area for a distribution is two-sided and tests whether a sample is greater than or less than a certain range of values.

Sample Proportions

The fraction of items in a sample that are of a particular type.