Author Question: A frequency-determination question allows the respondent to provide multiple answers to a single ... (Read 22 times)

plus1 · **on:** Jun 28, 2018

A frequency-determination question allows the respondent to provide multiple answers to a single question.

Indicate whether the statement is true or false

Question 2

Why is it important to not go overboard on efforts to quantify marketing's results? Describe why segmentation strategy and advertising's results should not be overanalyzed.

yeungji · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

F
A checklist question allows the respondent to provide multiple answers to a single question.

Answer to Question 2

If you go overboard to quantify marketing's results, you will get skewed results of reality. For example, suppose you are trying to asses the value of a segmentation strategy. If the segments are poorly defined, then the results of the segmentation study may not be accurate. Also, it is difficult to measure the results of advertising in the short term. The main goal of advertising should be to enhance brand image, and that takes a lot longer than short-term sales.