Medium-Term Metrics Are Valuable for All of the Following Strategic

question 14

Multiple Choice

Medium-term metrics are valuable for all of the following strategic marketing activities EXCEPT ______.

• A) sustainability of a brand's competitive advantage
• B) brand-building
• C) developing customer relationship strength
• D) establishing a pipeline for new product launches

---

Definitions:

Field Research

The collection of raw data outside a laboratory, in its natural environment, often involving direct observation and participation.

Longitudinal Research

An approach in research involving repeated observations of the same variables (e.g., people) over short or long periods of time, from months to decades.

Pilot Research

An initial study conducted to test the feasibility of a project or experiment before a larger scale study is launched.

Third Variable

A factor that is not directly involved in the hypothesis being tested but may influence the relationship between the independent and dependent variables.