Author Question: In general, the first step in conducting exploratory research is to: a. Assemble a focus group. b. ... (Read 53 times)

CQXA · **on:** Jun 28, 2018

In general, the first step in conducting exploratory research is to:
a. Assemble a focus group.
b. Perform an experience survey.
c. Conduct a literature search.
d. Perform an analysis of selected cases.
e. Narrow a group of hypotheses to one specific hypothesis for investigation.

Question 2

Construal level theory describes the different levels of
a. brand symbols in a marketing campaign.
b. brand extensions by a marketer.
c. abstractness in consumer associations.
d. image elaboration in consumer memory.
e. taxonomic categories in marketing.