BUSI 430 EXAM 4
Question 1
While it is important for a database to record every transaction with a customer, recording of
interactions that are unrelated to a purchase are not necessary.
True
False
Question 2
Premiums are prizes or gifts consumers receive when purchasing products.
True
False
Question 3
In ad tracking research, if respondents are asked if they have a "general positive feeling about a
brand," the measure obtained is which type of score?
Impression
Brand image
Emotional
Brand equity
Question 4
Geocoding allows for combining demographic information, geographic information, and
purchase history data.
Question 1
While it is important for a database to record every transaction with a customer, recording of
interactions that are unrelated to a purchase are not necessary.
True
False
Question 2
Premiums are prizes or gifts consumers receive when purchasing products.
True
False
Question 3
In ad tracking research, if respondents are asked if they have a "general positive feeling about a
brand," the measure obtained is which type of score?
Impression
Brand image
Emotional
Brand equity
Question 4
Geocoding allows for combining demographic information, geographic information, and
purchase history data.
