Which of the following is FALSE regarding trade allowances?
a. One objective is to increase consumer retail sales of the manufacturer's brand.
b. Retailers usually pass along to consumers the discounts they receive from manufacturers.
c. An objective is to increase purchases of the manufacturer's brand by wholesalers and/or retailers.
d. Most manufacturers rate the value of trade allowances as fair or poor.
e. Most retailers think that trade promotions should serve to increase sales and profits of entire product categories without concern for whether a manufacturer's specific brand benefits from the trade promotion.
Question 2
Which of the following is NOT true about question sequencing?
a. The first few questions should be simple and interesting to respondents.
b. Narrow questions should be asked first and the questions should get progressively broader.
c. Classification information should be asked last.
d. Target information, which deal with the topic of the study, should be asked first.
e. Questions on sensitive issues should be asked later.
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