Consider Figure 8-6B Above

question 197

Multiple Choice

Consider Figure 8-6B above.Suppose you are an owner of a local Wendy's restaurant near a large urban college or university.You hired a marketing research firm to conduct a survey among a sample of respondents in your area to find out their patronage of fast-food restaurants.Four weeks after the firm conducted the survey,it presented the following results to you.What does this figure represent?

• A)a cross tabulation
• B)a trend extrapolation
• C)a Likert scale report
• D)a perceptual map
• E)a marketing input report

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Definitions:

Encoding

The set of mental operations that people perform on sensory information to convert that information into a form that is usable in the brain’s storage systems.

Retrieval

The act of retrieving and making conscious previously stored memory information.

Encoding

The process of converting information into a form that can be stored in memory.

Neural Messages

Electrical and chemical signals that are transmitted by neurons to send information throughout the nervous system.