Why Is It Hard for Marketing Researchers to Measure Attributes

question 17

Multiple Choice

Why is it hard for marketing researchers to measure attributes like brand loyalty?

• A) Everyone is different
• B) Brands do not inspire loyalty
• C) Difficult to devise rules to assess consumer attributes
• D) Purchase intent defines consumer loyalty
• E) None of the above

---

Definitions:

Operating Cash Flows

Cash generated from a company's regular business operations, excluding financing or investment-related cash flow.

Net Income

Net Income is the total earnings of a company after all expenses, taxes, and costs have been subtracted from total revenue.

After-tax Salvage Value

The value of a depreciated asset after deducting any taxes owed on the sale of the asset.

Incremental Operating Cash Flow

The additional amount of cash flow a company generates from its operating activities due to a specific decision or project.